Agents chase the steps worth most to you.
Each agent’s funnel lists the steps from an ad click to an order or a signed contract, and what each step is worth to you. Agents steer by that value, so a cheap click that never buys counts for nothing.
Your events are counted and valued.
Each step comes from your own data, with what it’s worth to each agent.
One event can be worth a different amount to each agent.
Wrenfield Coffee’s three customer-facing agents share one set of conversion events. Each one values the steps by what they mean to its own job, and steers by a different step.
| Event | New Customers | Retargeting | Reorders |
|---|---|---|---|
| Added to cart | New Customers $3 | Retargeting $2 | Reorders — |
| Checkout started | New Customers $8 | Retargeting $6 | Reorders — |
| First order | New Customers Its order value, about $47 · steers by this | Retargeting Its order value · steers by this | Reorders — |
| Purchase (a second bag) | New Customers — | Retargeting — | Reorders $48 · steers by this |
| Subscription started | New Customers Its first-year value, about $312 | Retargeting Its first-year value, about $312 | Reorders $312 |
Retargeting values the early steps lower because its visitors have already shown interest. Ad clicks and product views have no worth set.
Part by part
- 1
Built from your own events
A funnel is built from your conversion events, sent from your store, your CRM or the events API. Each step shows whether events are arriving and when the last one came in, so a broken tag shows up the day it breaks.
- 2
Fixed worth or the event’s own value
A step can be worth a fixed amount, like $8 for a started checkout, or a value the event carries, like order value or margin. A first order here is worth its order value, about $47, and a subscription about $312.
- 3
Steering by the deepest step with enough data
An agent steers by the deepest step with at least 100 conversions in the last 30 days, and reports against your target wherever it sits. A busy store steers by orders; a slower sales funnel steers by an earlier step.
- 4
Each agent has its own funnel
Two agents can value the same step differently. An added-to-cart is worth $3 to the New Customers agent and $2 to Retargeting, whose visitors were already halfway there. The Reorders funnel ends at a purchase worth $48.
- 5
Sent back to the ad platforms
Your conversions are sent back to the ad platforms, so each one bids on the same results the agents are judged on.
- 6
A starting point for your business
Stores, lead generation, subscriptions and marketplaces each start with a default funnel and suggested values. You can change the steps, their order and their worth on any agent’s brief.
One store, three funnelsOne example, step by step
New Customers · Funnel
Added to cart is worth $3, checkout started $8, a first order its order value (about $47), and a subscription its first-year value (about $312).
New Customers · Choosing a step
It optimizes toward first orders, because the deeper steps have fewer than 100 conversions in 30 days. Its target is a first order at under $26.
Retargeting · Funnel
The same events at different worths: an added-to-cart is worth $2 and a started checkout $6, because these visitors have already shown interest. It also optimizes toward first orders.
Reorders · Funnel
An email click, then a purchase worth $48, then a subscription worth $312. It optimizes toward purchases: a second bag.
Last 14 days · Metrics
Of 263 first orders from all sources, 195 came from the two agents that optimize for them.
How a funnel is read
Code makes these choices the same way every time, so you can predict what an agent will steer by.
Steer by the deepest step with 100 conversions in 30 daysBuilt in
The agent optimizes toward the deepest step with at least 100 conversions in the last 30 days, or the first step if none has that many. The brief says which step it chose and why.
Where worth comes fromPer agent, per step
Each step is worth a fixed amount, or a value the event carries, such as order value or margin. If an event arrives without its value, the step’s fallback amount is used.
Steps in the order people reach themPer agent
A funnel lists each event once, in order. The agent treats deeper steps as more valuable.
The target must sit on a step of the funnelBuilt in
If you remove the step a target is on, the target is cleared.
Counts include every sourceBuilt in
An event’s count includes all arrivals, including those the agents didn’t bring in. Metrics shows the agents’ share beside it.
What happens when…
What happens when an event stops arriving?
Its status changes from Receiving to the time the last one arrived, on the funnel and on Metrics. An alert says what to check, and changes on that platform are held until it’s fixed, so no agent acts on bad data.
What happens when my deepest step is rare?
The agent steers by an earlier step that has enough volume, such as qualified leads instead of signed contracts, and still reports against your target. Once the deeper step reaches 100 conversions in 30 days, the agent steers by it.
What happens when an event arrives without its value?
The step’s fallback amount is used, so one missing value doesn’t make an order worth nothing.
What happens when I don’t know what a step is worth?
Start from the suggested value and adjust it. An estimate that ranks the steps in the right order is far better than treating every click the same.
Where do the events come from?
From your store, your CRM, or your own systems through the events API. Each event can carry a value, such as order value or margin.
Why not just optimize for revenue?
Because not every step is a sale, and not every sale is worth the same to you. Worth lets a qualified lead, a first order and a subscription each count for what they mean to your business.
Do I need exact numbers for worth?
No. Start from the suggested values and refine them. What matters most is that deeper, more valuable steps count for more.
In the demo The New Customers agent’s funnel, its worths and its target.
Open a funnel in the demo (opens in a new tab)Tell the agents what each step is worth to you.
Join the beta, or try the demo first.