---
slug: funnel-bericht-lesen
title: "How do I read the funnel report?"
category: berichte
locale: en
updated: 2026-10-12
keywords: ["funnel","reached","transition","skipped","cohort","channels per step","funnel step","conversions","attribution","acquisition value"]
questions: ["What do “Reached”, “Transition” and “Skipped” mean in the funnel?","Where do I find the funnel?","How is the transition calculated?","Why is transition not reached divided by reached?","What does skipped mean?","Which channel brings the sign-ups?","How do I see attribution for a single step?","Why is there no funnel card?","What is the difference between revenue and acquisition value in the funnel?"]
url: https://bench.metrunio.com/en/help/funnel-bericht-lesen
---

# How do I read the funnel report?

**What do “Reached”, “Transition” and “Skipped” mean in the funnel?**

“Reached” is the measured number of customers who reached the step in the period, once per customer. “Transition” follows the cohort: of the customers who reached the previous step in the period, the share that reached this step by the end of the period (never above 100%). “Skipped” are customers who reached the step but never the one before it.

The funnel lives in the “Orders & goals” report; there is no separate menu item. The card appears as soon as two active funnel steps exist and shows them in order. Four columns are measured, the acquisition value is set by you, and the card says so.

| Column | Meaning | Layer |
| --- | --- | --- |
| Reached (customers) | customers who reached the step in the period, once per customer | measured |
| Transition | share of the previous step’s cohort that reached this step by the end of the period | measured |
| Skipped | customers who reached the step without ever reaching the previous one | measured |
| Revenue, measured | amounts the step’s events brought with them in the period | measured |
| Acquisition value, set | acquisition values of the steps reached in the period (see “What is a funnel step worth?”) | set |

## The cohort rule

Transition is not “reached in this row divided by reached in the row above”. That calculation compares two different groups: whoever signed up in March can set up in April, and a weak sign-up week would then show more than 100% transition. Instead the report follows the cohort: it takes the customers who reached the previous step in the period and counts what share of them reached this step by the end of the period. The value is therefore always between 0 and 100%. For a short period it is low because the cohort is still under way. That is a statement about time, not about the funnel.

“Skipped” shows where your funnel is less linear than you defined it: customers who reached “set up”, say, without “signed up” ever being reported. Usually that is a missing call in the code, or a step that arrived under a different identifier without identify(). The figure is measured; it is neither netted nor filled in.

## Channels per step

Below the funnel card, each step lists the channels attributed to it under the attribution model you chose at the top. Each channel shows attributed conversions, attributed revenue and attributed acquisition value. Those shares are attributed, not measured: a customer who arrived through an ad and signed up two weeks later gives the ad a share of “signed up”, provided the contact lies within the click window. A purchase only attaches to a journey that was active in the last 30 days; a step attaches to the customer’s most recent journey even if it has been idle longer. Whether a contact in it receives a share is decided solely by the click or view window.

On the “Channels & attribution” page you can narrow the report to a single conversion definition, for example “first_payment”. Cost then remains the total of the period: ad spend is incurred for campaigns, not for a step. The report says so (`costs.basis: filtered`). A ROAS on one step is therefore the attributed revenue of that step against all cost; the acquisition value sits next to it and never in ROAS.

> **Note:** The funnel is built only from the steps your code sends. Metrunio does not construct one from click paths, visited pages or time on site, and a step your code does not send is missing from the report. It is not derived from other signals.

## Also asked

- Where do I find the funnel?
- How is the transition calculated?
- Why is transition not reached divided by reached?
- What does skipped mean?
- Which channel brings the sign-ups?
- How do I see attribution for a single step?
- Why is there no funnel card?
- What is the difference between revenue and acquisition value in the funnel?

## Related

- https://bench.metrunio.com/en/help/funnel-schritte-messen
- https://bench.metrunio.com/en/help/funnel-schritte-einbauen
- https://bench.metrunio.com/en/help/wert-je-schritt
- https://bench.metrunio.com/en/help/attributionsmodelle
- https://bench.metrunio.com/en/help/attributionsfenster
- https://bench.metrunio.com/en/help/gemessen-zugeordnet-geschaetzt
- https://bench.metrunio.com/en/help/roas-und-kennzahlen