The funnel statistics are available for all the campaigns you publish on the platform. They can be used to evaluate how well your campaign is performing and to identify how it can be optimized in real-time or what you can do better next time.

To find the funnel statistics, you need to access the specific campaign you want to evaluate. Then, under the tab “Activity,” you will find all the campaign statistics available. Here, you will also find a section called “Funnel statistic.”

The funnel statistics for each of your campaigns will vary based on how your campaign is designed. For example, in this specific campaign, the flow is:

1. Presentation page

2. Game flow

3. Registration page (which is linked with a Bloomreach integration)

4. Winner page

There are no predefined flows on Playable, which means that there are tons of different ways to build your campaigns based on what you want to achieve. But here are the 5 most used cases in order:

In the funnel statistics, a session is initiated when you land on the first page in the flow. A new session is only initiated and counted in the funnel stats if the game URL is re-loaded or the game is re-started.

Let’s revisit the example we included above. It is based on scenario #5, no winner or loser: Presentation page - Game page - Registration page - Page

Presentation page

In the above example, the first page your audience will see is the presentation page, which means that 100% of visitors will see that page. In our example, that’s a total of 34,316 sessions.

Gameflow

The second page, visitors will see, is the game flow page, and in this specific example, only 43% of all sessions have continued to the game page. This is equal to 15,005 sessions.

Registration page

Then, the third page visitors will see is the registration page, once they have completed the game. In our case, only 39% of ALL sessions go to the registration page. The distinction is important here; the 39% refers to all the sessions. It is NOT that only 39% of the people who complete the game register.

Page

Finally, the last page participants will see is the winner page. Only 15% of all the sessions started ended on the winner page. This also means that only 15% of sessions will lead to the registration form being filled out.

We can see that from the presentation page to the game flow page, there is a drop of 57%, which can be quite high depending on the context. This can mean that the presentation page could be optimized, e.g., by making the “Play now” button bigger, highlighting the prizes on the presentation page, etc.

Then, the drop from the game flow page to the registration page is only 4%, which is quite low and most likely means that the game is fun and engaging and does not need to be optimized.

Finally, from the registration page to the winner page, there is a drop of 24% of sessions. This is not bad per se, but it could be optimized by, for example, making the registration form shorter, explaining well what people could gain by registering, etc.

This can be a difficult question to answer as many things can come into play. But in general, there will always be a drop between flow pages; the goal is that the drop is not too significant. Of course, a registration form will most likely have a higher drop than a game page.

To help you understand if the drop is normal or if it’s significant and your campaign should be optimized, we have calculated the average drops for all the 5 most popular campaign flows.

But keep in mind, many different things can come into play such as your industry, the specific game type used, etc. So, do not take these numbers as hard guidelines, but more as extra help for you to evaluate the performance of each page in your campaign.

Registration-first:

Presentation page (100%) - Registration page (78%) - Game page (62%) - Winner page (34%) - Loser page (26%)

Game-first:

Presentation page (100%) - Game page (70%) - Registration page (54%) - Winner page (41%) - Loser page (14%)

No presentation page:

Registration page (100%) - Game page (70%) - Winner page (34%) - Loser page (30%)

Game only:

Presentation page (100%) - Game page (79%) - page (60%)

No winner or loser:

Presentation page (100%) - Game page (66%) - Registration page (54%) - Page (34%)

If you have any questions, you can contact your customer success manager; they are always happy to help you evaluate and improve the performance of your campaigns. If you have technical questions, you can also contact our chat support.

If you want to get a better overview of the statistics available in the platform you can check out our article on understanding campaign statistics.