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Funnels help you understand the path fans take from first contact to purchase and beyond. By visualizing each step, you can identify where fans drop off and optimize your strategy.

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What is a funnel?

A funnel tracks fans as they move through stages of engagement. Each stage narrows down to the fans who took the next action: 
Visited Fanpass page    →  1,000 fans
Signed up for Fanpass   →    600 fans (60% conversion)
Made a purchase         →    180 fans (30% of sign-ups)
Made a repeat purchase  →     45 fans (25% of purchasers)

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Viewing funnels

Navigate to Marketing → Funnels in the dashboard. You’ll see funnel visualizations showing:
  • Stage counts — How many fans are at each stage
  • Conversion rates — The percentage that moved from one stage to the next
  • Drop-off points — Where the biggest losses happen

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Funnel stages

Common funnel stages in Fanhaven include:
StageWhat it measures
Page visitFan visited the Fanpass page
Sign-upFan created a Fanpass account
First purchaseFan made their first purchase
Repeat purchaseFan came back for a second purchase
ReferralFan referred someone new

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Using funnel data

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Identify bottlenecks

If 1,000 fans visit your page but only 100 sign up, the sign-up step is your biggest bottleneck. Consider:
  • Simplifying the sign-up flow
  • Making the value proposition clearer
  • Offering an immediate incentive for signing up

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Measure campaign effectiveness

Compare funnel metrics before and after a marketing campaign to see its impact:
  • Did the campaign drive more page visits?
  • Did it improve sign-up conversion?
  • Did those new sign-ups convert to purchases?

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Set benchmarks

Track funnel metrics over time to establish baselines and measure improvement. What’s “good” for your artist may differ from others, so focus on improving your own numbers.
Funnels work best when you have enough volume to draw meaningful conclusions. For newer artists or early-stage tours, focus on building the top of the funnel (getting fans to the page) before optimizing conversion rates.