How webinars fit your funnel
Where an on-demand webinar sits between your campaigns and your conversions, what Webinaric measures at each step, and where to read it.
On this page
An on-demand webinar sits in the middle of a campaign. Ads, emails and posts send people to the webinar's lobby. The webinar does the persuading. An offer or a link then sends them on to your site, where they buy, book or sign up. Webinaric measures each of those steps for every visitor and links them back to the campaign that brought the visitor in.
- Ad, email or post
- Lobby
- Session
- Offer or link
- Your site
- Conversion
What is measured at each step
| Step | What Webinaric records | How |
|---|---|---|
| Ad, email or post | The campaign, from the utm_* parameters and ad click IDs on the lobby link | Campaign tracking |
| Lobby | A lobby view per visitor, with the referrer and campaign | Recorded when the lobby page opens. Bots and link previews are skipped. |
| Registration | Registrations for a scheduled time, with the campaign they registered with | Scheduled sessions |
| Session | Who joined, how far they watched, what they asked and how they answered polls | Recorded by the session itself |
| Offer or link | Offers shown, offer clicks and clicks on links in the moderator's chat messages | Tracked links and offers |
| Your site and conversion | Purchases, bookings or sign-ups, with value and currency | Conversion tracking |
Your own ad platforms and analytics can follow the same steps. Add your Meta Pixel, Google Analytics 4, Google Tag Manager or LinkedIn Insight Tag and Webinaric sends them events for joins, progress, offers and link clicks. See Tracking pixels.
The Funnel tab
Every webinar has a Funnel tab. It counts unique visitors per step for the period you pick in Range. Use Campaign to show one campaign, or No campaign for visitors who arrived without utm_campaign.
Lobby views count under the campaign on the lobby link. Later steps count under the campaign the session was joined with. For scheduled times, that is the campaign the visitor registered with.
Funnel
One bar per step, with the share of the previous step next to each count:
- Lobby views
- Registered: only for webinars with scheduled times
- Joined
- Watched 25%, Watched 50%, Watched 90%: how far through the slides the visitor got
- Saw an offer and Clicked an offer: for webinars with offer slides. Without offers, this is a single Clicked a link step.
- Converted: visitors with a conversion attributed to this webinar
When conversions carry a value, the card shows the total as revenue from attributed conversions. Values are added up as they arrive, without currency conversion, so report every conversion in the same currency.
Campaigns
One row per utm_campaign of the lobby link, with views, registrations, joins, Watched 90%, clicks, conversions and revenue. Use it to compare channels or ad sets side by side.
Offers
Shown when the webinar has offer slides. Saw counts visitors who were shown the offer card. Clicked and Click rate count clicks on its button. Converted counts conversions after clicking the offer.
Link clicks
Every tracked link, grouped by where it was posted: a slide, a Q&A break, the intro, the outro, a moderator reply or an offer. It shows total Clicks and unique Visitors per link.
Tracking
Turn on Use different tracking than the workspace to give this webinar its own tracking tags and outbound link setting. Changes apply right away, without publishing. See Tracking pixels.
Where else funnel data shows up
- Leads shows each person's first-touch campaign and source, and can be filtered by campaign. See Leads and lead scoring.
- A lead's detail page has Attribution & conversions, with first touch, last touch and every conversion.
- A session's Details list the referrer, UTM parameters and ad click IDs it was joined with.
- Webhooks send the same events to your own systems as they happen.