> ## Documentation Index
> Fetch the complete documentation index at: https://docs.getprova.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Funnel Report

> Learn how to use the Funnel Report to view performance by the business categories your team actually plans around.

## Overview

The Funnel Report organizes spend and performance around the way your business thinks about marketing.

Instead of only viewing results by channel, the report groups campaigns into categories and subcategories such as upper funnel, lower funnel, brand awareness, retargeting, or other client-specific groupings.

That makes it easier to talk about performance in the language your team already uses for planning, budgeting, and client communication.

## What it answers

The Funnel Report helps answer:

> How much did we spend, and what did we get, by the way we actually organize our marketing?

For many teams, that is a more useful framing than looking only at platform channels.

## How categories work

Campaigns are mapped into categories and subcategories. Campaigns that have not yet been mapped appear as **Uncategorized** so they are still included in totals.

Clicking a category can show the channel-level breakdown within that category.

This is important because the report does not replace channels. It shows the same marketing activity through a more decision-friendly lens.

## What the columns mean

Columns are configurable by client. Common examples include:

* Realized Spend
* Incremental Orders or Leads
* CPA
* Incremental Revenue
* ROAS

ROAS and CPA are derived metrics that compare outcomes to spend.

## How to use it

Use the Funnel Report to compare performance across your business-defined marketing groups, not just platform channels.

This is especially useful when:

* your team plans around funnel stages rather than platform silos
* you need to explain results to clients or leadership in a more intuitive structure
* you want to compare demand-creation vs demand-capture investments
* multiple channels support the same strategic job

## Why this report matters

Most organizations do not make budget decisions one platform at a time.

They decide things like:

* are we over-invested in retargeting?
* is upper-funnel spend creating enough value?
* are brand-building efforts helping the rest of the system?
* how much are we relying on demand capture?

The Funnel Report helps answer those questions directly.

## A practical interpretation rule

Do not treat `Uncategorized` as a reporting failure. Treat it as a signal that mapping still needs refinement.

One of the strengths of this report is that it still keeps unmapped campaigns visible, so totals stay honest while the categorization improves over time.

## Screenshot placeholder

Screenshot placeholder: Funnel Report with category totals, subcategories, and channel drill-down