Funnels

Overview

The Funnels feature in Magify allows you to analyze user journeys step by step.

By defining a sequence of in-game events, you can measure how users progress between key moments of your game, identify drop-offs, and analyze conversion at each stage.

Typical Questions Funnels Can Answer

How many users who started the tutorial completed it?
What share of users who saw an offer ended up purchasing?
How does conversion from level_start to level_complete differ across countries, app versions, or media sources?
How does the same funnel perform for different values of a custom parameter (for example, difficulty = hard vs difficulty = easy)?

Funnels are built on top of session events delivered through the Magify SDK.

No additional client-side integration is required — as long as the relevant events are already being sent, they can be used as funnel steps.

Key Properties of Funnels

Event-based — Each step of a funnel is defined by an existing event from your application.
Sequential evaluation — A user is counted on Step N only if they have previously completed Step N−1 within the selected date range.
Flexible step definition — A single step can combine several alternative events (logical OR), include custom parameter conditions, and be restricted to specific game modes.
Application-scoped — Each funnel is created for one application. To analyze the same flow across multiple apps, create separate funnels.
Reusable — Saved funnels can be reopened, cloned, edited, or filtered by additional dimensions such as country, app version, device type, or media source.

Creating a New Funnel

To create a funnel in Magify, follow these steps:

1. Open the Funnels Section

Navigate to Analytics > Funnels.

If no funnels have been created yet, you will see an empty state with a New Funnel button.

2. Select the Date Range and Application

Before configuring the funnel itself, two fields are mandatory:

Date

The time window for which conversions will be calculated.

App

The application whose events will be available for selection.

Only one application can be selected per funnel.

The list of events shown in the next step depends on the selected application.

3. Name the Funnel

Enter a descriptive name in the Funnel Name field.

Examples:

Tutorial Completion
Booster Purchase > Use
Rewarded Video Conversion

The name will be displayed in the funnel list and on the results chart.

4. Add Steps

Click Add Step to define the first step of the funnel.

For each step, configure the following fields:

Event

Select an event from the dropdown list.

The list is populated based on events available for the selected application.

Add Parameter (Optional)

Restrict the step to events with a specific custom parameter value.

Add Game Mode (Optional)

Restrict the step to a specific game mode.

Within a single step, you can add alternative event definitions.

A user is counted on the step if any of the listed event conditions is met.

Repeat the process for each subsequent step.

Steps can be:

reordered using drag-and-drop;
renamed;
duplicated;
deleted.

5. Save the Funnel

Click Save to store the funnel.

The funnel will become available in the funnel list for the selected application.

Step Configuration Details

Events

Each step must contain at least one event.

The Event dropdown shows all events received from the selected application, including both system and custom events.

Parameters

Parameters allow precise targeting within a step.

The Parameter dropdown lists the custom parameter keys available for the selected event (for example: Action, Booster, Type).

Once a key is selected, you can specify the value or values to match.

Multiple parameters within the same event are combined using AND logic — all conditions must be met for the event to qualify.

Conversion — share of users who reached this step relative to the first step (Absolute mode) or the previous step (Step-by-step mode).
Users — absolute number of unique users on the step.
Drop-off — number and percentage of users lost compared to the previous step.

Absolute vs Step-by-Step

Absolute

Displays the total count of users or events at each stage.

Every step is shown as a percentage of users on the first step.

Useful for understanding overall end-to-end conversion.

Step-by-Step

Displays conversion rates between each stage.

Every step is shown as a percentage of users on the previous step.

Useful for identifying the exact stage where the largest drop-off occurs.

Available Actions

Edit

Open the funnel configuration to modify steps, events, or parameters.

Clone

Create a copy of the funnel as a starting point for a new one.

Add Filter

Apply additional segmentation to the existing funnel without changing the funnel definition itself.

Supported dimensions include:

Country
App Version
OS Version
Device Type
Media Source

Filters and Segmentation

The Add Filter control allows you to analyze the same funnel for different audiences.

Filters apply to all steps simultaneously and recalculate conversions for the selected audience.

Supported filter dimensions:

Media Source
OS Version
Device Type
App Version
Country

Filters do not modify the saved funnel.

To create a permanent variation, clone the funnel and adjust the configuration as needed.

Step	Event
1	1st_tutor_step_1
2	1st_tutor_step_2
3	1st_tutor_step_3
4	2nd_tutor_step_1

Result Interpretation (Absolute Mode)

Step 1: 100% (10,000 users)
Step 2: 81% (8,100 users) — 19% drop-off after the first screen
Step 3: 63% (6,300 users)
Step 4: 31.9% (3,190 users) — major drop-off between the first and second tutorial blocks

Switching to Step-by-Step mode highlights that the largest single-step drop-off occurs between Step 3 and Step 4.

Best Practices

Keep funnels focused. Three to six steps usually provide the clearest insights.
Use consistent event naming conventions.
Clone funnels before making major changes to preserve a baseline version for comparison.

Limitations

Each funnel is scoped to a single application.
A user must complete all previous steps within the selected date range to be counted on a later step.
Cross-period journeys are not aggregated.
Funnel results depend on events delivered through the Magify SDK.
Missing or delayed events may affect accuracy.
Funnel configurations cannot be retroactively applied to events that were not tracked when they occurred.