Category: Analytics

Kibana for Funnel Analysis

How we use Kibana (4) for user-acquisition funnel analysis

Outbrain has recently launched a direct-to-consumer (D2C) initiative. Our first product is a chatbot. As with every D2C product, acquiring users is important. Therefore, optimizing the acquisition channel is also important. The basis of our optimization is analysis.

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Our Solution (General Architecture)

Our acquisition funnel spans on 2 platforms (2 web pages and a chatbot). Passing many parameter between platforms can be a challenge, so we chose a more stateful, server-based model. Client requests for a new session Id, together with basic data like IP and User agent. Server stores a session (we use Cassandra in this case) with processed fields like Platform, OS, Country, Referral, User Id. At a later stage the client reports a funnel event for a session Id. The server writes all known fields for the session into 2 storages:

  • ElasticSearch for quick & recent analytics (Using the standard ELK stack)
  • Hadoop for long term storage and offline reports

A few example fields stored per event

  • User Id – An unique & anonymous identifier for a user
  • Session Id – The session Id is the only parameter passed between funnel steps
  • Event Type – The specific step in the funnel – serve, view, click
  • User Agent – Broken down to Platform and OS
  • Location – based on IP
  • Referral fields – Information on the context in which the funnel is excercised
  • A/B Tests variants – The A/B Test variant Ids that are included in the session

Goal of the Analysis: Display most important metrics quickly

Kibana plugin #1: Displaying percent metric

Kibana has several ways of displaying a fraction, but none excel in displaying small numbers. (Pie can be used to visualize fractions, but small). We developed a Kibana plugin for displaying a single metric, in percent format.

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We use this visualization for displaying the conversion rate of the most interesting part of our funnel.

Kibana plugin #2: Displaying the funnel

We couldn’t find a good way for displaying a funnel so we developed a visualization plugin (honestly, we were eager to develop this, so we did not scan the entire internet..)

Based on the great D3 Funnel by Jake Zatecky, this is a Kibana plugin that display buckets of events in funnel format. It’s customizable and open-source. Feel free to use it…

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Putting it all together

Displaying your most important metrics and the full funnel is nice. Comparing variant A with variant B is very nice. We’ve setup our dashboard to show similar key metrics on 2 versions of the funnel. We always try to run at least 1 A/B test and this dashboard shows us realtime results of our tests.

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Cherry on top

Timelion is awesome. If you’re not using it, I suggest trying it.

Viewing your most important metrics over time is very useful, especially when you’re making changes fast. Here’s an example:

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Summary

We track a user’s activity by sending events to the server. The server writes these events to ES and Hadoop. We developed 2 Kibana plugins to visualize the most important metrics of our user-acquisition funnel. We can filter the funnel by Platform, Country, OS, Time, Referral, or any other fields we bothered to save. In addition, we always filter by A/B Test variants and compare 2 specific variants.