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Overview

An Engagement Funnel is a structured, multi-step interactive flow that guides a contact through data collection, decisions, and engagement. It’s the engine behind landing-page flows, lead forms, quizzes, and conversational (WhatsApp / web chat) bots. A funnel is an ordered graph of layers (steps); each layer holds components (messages, inputs, buttons, endpoint calls, auth forms). As a contact moves through it, a session records every answer, the path taken, and completion. For how Funnels fit the platform, see Core concepts.

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Where to find it

Engagement Funnels live under Orchestration → Engagement Funnels, built on a visual canvas where layers are nodes and navigation between them is the edges.

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Layers

A funnel is a sequence of typed layers. Each layer’s type determines its role:
TypePurpose
StartThe entry point — the first layer the contact sees. Carries the funnel’s initial data.
IntermediateA normal step that collects data and/or shows content, then navigates on.
ResultCompletion / exit. Reaching it completes the session and can trigger an automation.
FatalisticA dead-end response (error or access denied) with no outbound navigation.
ActionRuns server-side actions (auth, API call, checkpoint, …) then forwards automatically — never shown to the contact. See Funnel rules.
SubfunnelDelegates to another funnel and maps data in and back out. See Funnel rules.
Each layer carries an ordered list of components — the building blocks the contact interacts with. The full catalog (messages, inputs, buttons, endpoint, auth) lives on the Funnel components page.

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Channels

The same funnel model renders across channels. Conversational channels render one component at a time; web renders the whole layer at once:
ChannelConversationalNotes
WebNoFull component palette and navigation buttons.
SMSNoText-only, with a limited set of message and input appearances.
WhatsAppYesOne component at a time; structured message formats. Authentication is implicit (the phone number is proven by the channel).
Web chatYesOne component at a time; same component set as WhatsApp.
Multi-channel rule: if any layer uses a feature a channel doesn’t support, that channel is disabled for the whole funnel unless an alternative is configured for it in every layer. For example, a file-upload input needs an SMS-friendly alternative for the funnel to remain available on SMS.

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Initial data

A funnel’s start layer can define the structure of its initial data — fields that can be provided when the funnel starts, to pre-populate the session from external sources. Those values are then available throughout the funnel, including in conditions. Common sources:
  • URL parameters — query/GET/POST values such as UTM tags or referral codes.
  • Prior session — data from the contact’s previous run.
  • Device & locale — language, device type, OS, browser.
  • Custom context — values you pass in, such as affiliate or campaign IDs.
For example, show a different welcome message when utm_source = "facebook", or adjust the layout when device_type = "mobile".

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Versioning & publishing

Every funnel is versioned by language × environment × status (draft / published):
  • Structure is shared across the languages of an environment — editing a layer’s type, order, or rules propagates to every language draft of that environment.
  • Content is language-specific — only the components’ text/content varies per language.
  • Publish copies a draft to published (after validation) and records an immutable release; unpublish removes the published version but keeps the draft.
  • Contacts are only ever served the published version for their resolved language/environment.

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Sessions

A session tracks one contact’s run through a funnel. It records the cumulative data submitted and autofilled, the current layer, the history of visited layers, and a status:
StatusMeaning
in_progressThe contact is still moving through the funnel.
completedThe contact reached a result layer.
closedClosed by a user or by a system action.
abandonedLeft without completing.
Resumption lets a contact pick up where they left off — via browser storage or cookies (web), phone number or contact id (messaging), or a magic link (email / SMS). When resumption is active, a contact can navigate back to review or edit earlier answers. A session timeout is configurable per funnel; after inactivity, the session expires.

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Statistics

Funnels track engagement events — visits, conversions, completions, per-layer completions, and button clicks — which roll up into metrics:
  • Conversion rate — conversions ÷ sessions.
  • Completion rate — completed sessions ÷ sessions.
  • Layer-to-layer rate — how many sessions reached each layer (drop-off analysis).
  • Multi-channel performance — conversion rates per channel.

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Properties

PropertyTypeRequiredDescription
titlestringYesDisplay name.
slugstringYesIdentifier.
descriptionstringNoOptional description.
channelenumNoweb, whatsapp, web_chat, or sms. Default web.
configobjectNoFunnel-level config — availability/access control and the start and fatalistic layers.
versionsarrayAutoThe language/environment/status versions.

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Seeds

Funnels travel between environments as structural Seeds. A funnels item carries the funnel plus its versions, and each version carries its layers and their components: 
[
  {
    "object_type": "funnels",
    "data": {
      "title": "Quote your car",
      "slug": "quote-your-car",
      "description": "Lead capture for a car-backed loan.",
      "channel": "web",
      "versions": [
        {
          "language": "en",
          "environment": "production",
          "status": "draft",
          "layers": [
            {
              "title": "Quote your car",
              "slug": "quote-your-car",
              "type": "start",
              "requires_auth": false,
              "components": [
                {
                  "title": "Instructions",
                  "slug": "instructions",
                  "type": "message",
                  "message_type": "compound",
                  "content": {
                    "message": { "header": "Quote your car!", "body": "<p>Tell us what car you have.</p>" }
                  }
                },
                {
                  "title": "Year",
                  "slug": "year",
                  "type": "input",
                  "input_type": "text",
                  "config": { "appearance": "short", "mandatory": true }
                },
                {
                  "title": "Continue",
                  "slug": "continue",
                  "type": "button",
                  "button_type": "navigation",
                  "config": { "action": "jump_to_layer", "default_target": "enter-your-number" }
                }
              ]
            }
          ]
        }
      ]
    }
  }
]

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Governance & permissions

Only a super admin or Master can create, edit, publish, and delete funnels.

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API access

Funnels have two API surfaces: a User API for the builder (CRUD on funnels, layers, and components, plus versioning and publish/unpublish), and a Contact API for the runtime player (fetch the published funnel, submit answers, and navigate). See the API reference.

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In depth

Funnel components

The full catalog — messages, inputs, buttons, endpoint, and auth.

Funnel rules

Access control, skip conditions, jump conditions, autofill, subfunnels, and action layers.

Events & Automation

What a result layer or checkpoint triggers.

Conversations

The conversational runtime for WhatsApp and web chat.

Contacts

Who moves through a funnel, and where its data lands.