Collection Funnel Dashboard

TABLE OF CONTENTS

Introduction
Report Filters
Report Charts
Data Columns

Introduction

The Collection Funnel Serves as the central dashboard for merchants to access key metrics and insights regarding their customer engagement and feedback initiatives across various collection channels. 

This interface delivers a high-level performance snapshot with customisable filters. Use the four tabs: Overview, Email, In Mail, and SMS to drill down into your channel-specific data.

Channel Specific Analysis: Easily switch between Email, In-Mail, and SMS tabs to isolate performance metrics like Open Rate, Click-Through Rate, and Form Completion % for each individual channel.

Customer Engagement: The main funnel graphic clearly visualises the step-by-step engagement and drop-off, showing the conversion journey from the initial request to final completion across the selected channel or overall.

Collection Optimisation: By comparing performance across channels, you can quickly identify the methods most successful at driving customer engagement and action, allowing you to strategically optimise your collection efforts.

Trend Monitoring: The Collection Funnel Over Time graph visualises performance trends, enabling you to monitor how key rates and request volume fluctuate over time within a specific channel

There are 4 stages to the review collection funnel:

Requests Sent - the number of emails sent to consumers

Requests Opened - the number of emails consumers opened

Forms Opened - the number of forms opened by consumers

Requests with Feedback - the number of requests which customers left feedback for

There are also 3 types of feedback requests sent to customers:

Initial Requests - the first request sent to the consumer

Reminder Requests - a follow up request sent to the consumer if no feedback has been left

Not Yet Tried (NYT) Reminder Requests - if a consumer has indicated that they have not yet tried a product in a previous review, then a follow up NYT reminder request will be sent to request feedback once the consumer has had more time to use the product.

To access the dashboard:

Open the 'Feefo Hub'
Go to 'Analytics'
Select 'Essential Reporting'
Click 'Collection Funnel’'

Report Filters

Report filters allow users to narrow down the data displayed in their reports based on specific criteria or conditions. Here's what report filters enable users to do:

Field	Description
Merchant Name	Enter the name or identifier of accounts available to the user. If you select multiple accounts you see the aggregation in the metrics
Date Source	Choose from sales date or feedback request date.
Date Range	Choose from preset date range options or create a custom range.
Chart Granularity	Choose from Day, Week, Month, Quarter or Year. This determines the X axis in the graphs and how the data points are also aggregated.
Campaign Name	Filter by the designated title of the campaign. You cannot select private and public campaigns.
Request Type	Choose from All Requests, Initial Requests, Reminder Requests or Not Yet Tried Reminder Requests.
Feedback Type	Choose to display Product, Service Feedback or Any Feedback.
Request with Not Yet Tried Feedback (0 Product Score)	Choose to either Exclude or Include Not Yet Tried (NYT) Feedback.
Overall, Email, In Mail, SMS tabs.	Choose the Overall, Email, In Mail, SMS tab to filter by each collection channel

Report Charts

Feefo charts refer to the visual representations of data generated within the platform.

Note, you can drill down into the charts to see the individual reviews. All the displays are upto to 500 rows. You can download all data if required.

Field	Description
Request Sent	Counts the number of feedback requests sent excluding reminder emails sent Product - When feedback_source_selector=product feedback, it counts requests with product section in the form. A sale with multiple saleitems will only be counted as 1 request sent. Service - When feedback_source_selector=service feedback, it counts requests with a service section in the form.
Percent of Failed Requests	The percentage of requests that failed to send.
Open Rate	The percentage of feedback requests opened.
Click-Through Rate	The percentage of people who received a request and then clicked into the request.
Click-to-Open Rate	The percentage of people opened the request and then clicked the link to the form or next step.
Form Completion Rate	The percentage of feedback forms that were completed.
Response Rate	The percentage of requests with feedback. Calculation - Request with Feedback / Request Sent *100 Note: If multiple product requests are on one form and a response is received for one (or more) of them then it is counted as one response.
Collection Funnel	A funnel showing the step-by-step engagement for the feedback journey: Request Sent, Request Viewed, Form Viewed, Request with Feedback.
Average Rating	Note: Selecting “Any Feedback” displays the average rating based solely on service feedback responses.
Breakdown by Star Ratig	Note: Selecting “Any Feedback” displays the five star breakdown based solely on service feedback responses.
Total Images Collected	The number of images collected.
Total Videos Collected	The number of videos collected.
Percent of Media Approved	The percentage of either images or videos collected that are approved.
Collection Funnel Overtime	A combined chart showing the number of requests as bars and 4 lines showing: Email Open Rate %, Click-Through Rate %, Click-to-Open Rate % and Form Completion Rate % overtime

Data Columns

Note, you can drill down into the charts to see the individual reviews. All the displays are up to to 500 rows. You can download all data if required. This is only for tiles, not all charts.

Field	Description
Day	The date of the sale or the feedback requests date based on the selected date source.
Merchant Name	Shows the merchant selected that received feedback.
Any Feedback - Request Viewed	The number of  feedback requests viewed.
Any Feedback- Form Viewed	The number of feedback forms viewed
Percent of Request Failed %	The percentage of requests that failed to send.
Open Rate %	The percentage of feedback requests opened.
Click-to-Open Rate %	The percentage of people opened the request and then clicked the link to the form or next step.
Click-Through Rate %	The percentage of people who received a request and then clicked into the request.
Form Completion Rate %	The percentage of feedback forms that were completed.
Product/ Service/ Any Feedback - Response Rate %	The percentage of requests with feedback. Calculation - Request with Feedback / Request Sent *100 Note: If multiple product requests are on one form and a response is received for one (or more) of them then it is counted as one response.