---
title: "Save a conversion funnel and report on it"
description: "Name an ordered set of conversion actions once, then pick it by name in analytics instead of rebuilding the selection on every report."
type: "howto"
audience: [network-manager, advertiser]
keywords: [funnel, conversion funnel, saved funnel, split columns by, column order, steps, funnel steps, report funnel, your funnels]
ui_path: "Account → Conversion Actions → Funnels"
---

Fetch the complete documentation index at: https://epom.com/ad-server/docs/llms.txt. Use this file to discover all available pages before exploring further. Append .md to any documentation page URL to get its markdown version.

# Save a conversion funnel and report on it

A report spread across a funnel — newsletter signup, then free trial, then purchase — is built by
picking those conversion actions in that order. The order is the column order, so picking them
alphabetically reads the funnel backwards, and the next person on the account has no way to learn
which actions form the funnel or what sequence they run in.

A saved funnel is that selection, named and kept. You build it once on **Account → Conversion
Actions**, then choose it by name in **Split columns by** when you run a report.

## Who this is for

Network managers and advertisers who report on the same multi-step journey repeatedly. The
**Funnels** panel sits inside **Account → Conversion Actions**, so it reaches the two roles that
have that section and not the publisher. There is no separate funnel permission — whoever can open
the page can build funnels. Changing or deleting one is narrower: it belongs to the funnel's author
and to a user holding the network-wide (*All*) Global Actions grant; see
[Per-role notes](#per-role-notes).

## Prerequisites

- At least two conversion actions you can see. Both your own actions and the built-in system
  tracking actions (VAST quartiles, viewability) count — see
  [Create and edit conversion actions](https://epom.com/ad-server/docs/guides/conversions/conversion-actions.md).
- For the reporting half: a **General** report with the conversion columns ticked.

## Steps

### Build a funnel

1. Go to **Account → Conversion Actions**. The **Funnels** panel is the right-hand column beside
   the actions grid. On a window narrower than about 1280 px the two stack and the panel sits below
   the grid.

   ![Conversion Actions page with the Funnels panel beside the actions grid](https://epom.com/docs-images/ad-server/funnels/funnels-panel.webp)

2. Select **+ Add**. The **Add funnel** dialog opens.
3. Type a **Name**. This is the label you will look for in the report, so name it after the journey
   rather than after the actions: "Signup to first purchase", not "NL + FT + PUR".
4. Add each step from the **Add a step…** picker. Typing filters the list, and because every entry
   is labelled `name (id: N)` a pasted action id finds its action as readily as a name does. An
   action already in the funnel drops out of the picker — a step cannot appear twice.
5. Drag the rows by the handle on the left into the order the steps run. The number in front of a
   row is the column it will become, counting from the left of the report.

   ![Funnel editor dialog with a name and three numbered steps](https://epom.com/docs-images/ad-server/funnels/funnel-editor.webp)

6. Select **Save**.

**Save** stays disabled until the funnel has a name and at least two steps. Below two, the **Steps**
field carries the reason: *"Pick at least two steps — a single action is already offered on its
own."* One conversion action is already available by itself in the report, so a one-step funnel
would be a second name for the same column.

### Report on it

1. Open **Analytics** and leave **Type of reports** on **General**.
2. Open **Split columns by**. Saved funnels are the first group in the list — **Your funnels** —
   above **Conversion actions**, **Attribution** and **Other dimension**.

   ![Split columns by list showing the Your funnels group at the top](https://epom.com/docs-images/ad-server/funnels/split-columns-by.webp)

3. Pick the funnel. Its steps are written into the **Conversion Action Filter** in the funnel's own
   order, and the filter chip on the Filters bar shows how many were selected. If none of your
   chosen columns is a conversion metric, **Conversions** is added for you — every split here
   divides conversions, so the report needs one.
4. Select **Run report**. The report carries one column per step, left to right in the funnel's
   order, under the **Conversion actions** heading.

Funnels are offered only where the per-action split is: a General report that is not already
grouped by conversion action. The Advanced (Hadoop) report builds its columns by a different path,
so it offers no conversion-action split at all — funnels included.

### Edit or delete a funnel

- Tick exactly one row and select **Edit**, or double-click the row. The same dialog opens, titled
  **Edit funnel** instead of **Add funnel**. **Edit** stays disabled while no row or more than one
  row is ticked. Saving needs you to be the funnel's author, or to hold the **Global Actions**
  *Update* grant at the *All* level.
- Tick any number of rows and select **Delete**. The confirmation asks *"Delete N record(s)?"*.
  Deleting a funnel does not touch the conversion actions in it. Deleting needs you to be the
  author of every ticked funnel, or to hold the **Global Actions** *Delete* grant at the *All*
  level; one funnel you may not delete refuses the whole batch.
- **Refresh** re-reads the list — useful after somebody else has added a funnel in another session.

## Options and fields

### The Funnels panel

| Control | What it does |
|---|---|
| **+ Add** | Opens an empty **Add funnel** dialog. |
| **Edit** | Opens the ticked funnel. Enabled only with exactly one row ticked; double-clicking a row does the same. |
| **Delete** | Deletes every ticked funnel after a confirmation. The count in the button label is the number ticked. |
| **Refresh** | Re-reads the funnels list from the server. |
| **Funnel** (the only column) | The funnel's name, with its steps below it as `step → step → step` in running order. |

With no funnels saved, the panel reads *"Save the steps you report on every day, in order, and pick
them by name in analytics."*

### The funnel editor

| Field | What it does |
|---|---|
| **Name** | The label the funnel gets in **Split columns by**. Required — **Save** is disabled while it is blank. It is not translated and not checked for uniqueness: two funnels may share a name and will then be indistinguishable in the report's list. |
| **Steps, in the order they run** | The ordered step list. Each row shows its position number, the action's name, a drag handle for reordering and a **Remove step** button. Reordering is drag-only — there are no up/down buttons. |
| **Add a step…** | The step pool: every conversion action you can see, unpaged and unfiltered. This is deliberately *not* the actions grid's rows — the grid shows one filtered page and hides system actions by default, so the pool offers more than the grid does. Entries read `name (id: N)`; a saved step drops the id and reads as the action is named. |
| **Save** / **Cancel** | **Save** is disabled until the name is non-blank and there are at least two steps. **Cancel** discards the dialog. |

## Corner cases and gotchas

> **Warning:** delete a conversion action that a funnel uses and **the whole funnel disappears** —
> from the Funnels panel, from **Split columns by**, for every user. It is not shortened to the
> steps that survive, and once it is gone it can be neither repaired nor deleted from the UI.
> Remove the step from the funnel *before* you delete its action.

> **Corner case:** the report applies the same "at least two steps" rule as the editor — a funnel
> below it is not offered in **Split columns by**, though it stays in the **Funnels** panel. You
> cannot reach that state from the editor, which refuses to save fewer than two steps; a funnel
> only loses steps when its actions are deleted, and the warning above applies then.

> **Corner case:** a funnel is listed to whoever can see every action in it — even view-only — and
> a colleague who cannot see even one step does not see the funnel at all. There is nothing to
> share.

> **Corner case:** a refused edit or delete always reads *"You cannot see every step of this
> funnel"* — including when you can see every step and the real reason is that you are not the
> author and do not hold the *All*-level grant. The message covers both refusals; nothing is
> changed either way.

> **Corner case:** pressing **Escape** closes the funnel editor and discards it, including while
> the **Add a step…** picker is open. One Escape dismisses the picker and the dialog together, so
> click elsewhere rather than pressing Escape if you only meant to close the picker.

> **Corner case:** the system tracking actions are in the step pool, so a funnel can be built out
> of VAST quartiles or viewability events. They are not hidden the way the actions grid hides them
> — the grid's **Hide system conversion actions** filter has no effect on the step picker.

> **Corner case:** with no funnels saved, the **Your funnels** group still appears in **Split
> columns by**, carrying a **Create a funnel** link. Following it opens the Conversion Actions page
> with the funnel editor already open, so you do not have to find the panel yourself.

> **Corner case:** if the report is already **grouped by** conversion action, every funnel is
> listed but greyed out with the reason *"Conversion action is already a row dimension"* — the
> actions cannot be the rows and the columns at once. Changing the group-by to conversion action
> after you have picked a funnel silently drops the pick.

> **Corner case:** the funnel decides the column *order*, not the column *set*. Nothing stops you
> adding another action to the **Conversion Action Filter** afterwards, and nothing warns you that
> the report no longer matches the funnel you started from.

> **Corner case:** a funnel is not a saved report. It stores the steps and their order and nothing
> else — not the date range, the group-by, the metrics or the filters. Use a saved report for
> those.

## Per-role notes

- **Network manager** — funnels over every conversion action on the network.
- **Advertiser** — the same panel over the actions your account can see, so your funnels and a
  network manager's need not match. Both roles have **Your funnels** in Group by.
- **Publisher** — no **Conversion Actions** section, so no funnels.
- **Anyone who is not the author** — can edit or delete a funnel only with the **Global Actions**
  grant at the *All* level; ask your network admin.

## Related

- [Create and edit conversion actions](https://epom.com/ad-server/docs/guides/conversions/conversion-actions.md) — the steps a funnel is built from.
- [Conversion tracking overview](https://epom.com/ad-server/docs/guides/conversions.md)
- [Install the landing-page helper](https://epom.com/ad-server/docs/guides/conversions/landing-page-helper.md) — firing one conversion per funnel step.
- [Report types](https://epom.com/ad-server/docs/guides/analytics/report-types.md) — which reports offer the per-action split.
- [Metrics reference](https://epom.com/ad-server/docs/reference/metrics.md)
- [Analytics dimensions](https://epom.com/ad-server/docs/reference/analytics-dimensions.md)