Metric Funnel Overview

Visualize your customer's journey into quantifiable stages so you can measure the success of your marketing efforts

An effective marketing organization doesn't just consider their budget when developing a marketing plan - an effective marketing organization also considers what they expect the results will be when they execute on their budget. Whether you are simply measuring how many leads a single campaign generates or you have a corporate mandated pipeline target, Plannuh's metric funnel can help you visualize your success metrics and apply them to your marketing plan.

Creating a Funnel

In Plannuh, you can create a metric funnel to organize every metric you want to track in your marketing plan with targets, conversion rates and even profit margins. This feature is open to all account admins and once, a funnel has been created and turned on, the metrics within the funnel can be tracked in every campaign and goal within your plan.

To start setting up a funnel simply navigate to setting and Metric Funnel:

When you first land on this page, you will have a sample funnel called Demand Gen all filled out with you. You can use this one to play around with or start transforming it into your own budget. To do so, enter edit mode by clicking the pencil icon:

In edit mode, you can change the name of the funnel, the names of the metrics and any of the target or conversion rate values. 

Funnel Views

There are 3 different views of of the Metric Funnel: Simple, ARPO, and Profit. 

Simple Mode

This is the quick view mode to see targets and conversions. Everything is editable in this mode, but we recommend making edits in ARPO mode.

ARPO Mode

ARPO Mode introduces the concept of Average Revenue per Outcome (ARPO) for each count metric. We highly recommend you start in this mode. ARPO, specifically ARPO for the final count metric in your funnel is integral to making your funnel 'smart' - Filling out ARPO, a conversion rate and a target on the final row of your funnel allows us to make some calculations and automatically fill out the rest of your funnel.

When you first add a funnel, we actually drop you in ARPO. If you are adding an empty funnel, you will see these fields highlighted.  

ARPO is a key figure Plannuh uses to calculate ROI throughout the application. So even if you don't know ARPO, we recommend you make a guess (you can always change it!) just so you can see ROI and forecasts elsewhere in Plannuh.

Profit Mode

Profit Mode introduces one more figure - Revenue to Profit conversion. If you know what your Revenue to Profit conversion rate (percent of every dollar made that actually equals profit), you can enter it here and Plannuh can start making some profit projections for your marketing activites.

Funnel Basics

The funnel is intended to be read top down (like a funnel!) and is divided into Count Metrics on the left and Currency Metrics on the right. You can have any number of metrics in any order you like but the bottom line can not be removed. This is because this line is where your ultimate target goes.  Is your goal for the year to generate $10 million in revenue? 200,000 deals? This final row is where that goal goes. 

Once you fill out your ultimate goal, we recommend you fill out the metric that feeds directly into your goal (if your goal is to generate $10 million in revenue, how much pipeline will that require?) and the conversion rate between the two. Then fill out ARPO (mentioned above) and Plannuh will start calculating other targets for you. 

***Pro tip - we know sometimes these ultimate goals can be sensitive. You can click the eye icon next to the count and currency metric on the bottom line of your funnel which will 'hide' these metrics, making them unavailable to be mapped in your campaigns and goals. 

Activation

You can create any number of funnels and any number of metrics but in order for the metrics to show up as options to track in your campaigns and goals in Plannuh, your funnel must be activated.