XM Directory Respondent Funnel

About XM Directory Respondent Funnel

XM Directory users can visualize CX program metrics such as email open rate and survey response rate with the use of the Respondent Funnel. The Respondent Funnel allows XM Directory distribution and contact metrics, transactional data, Embedded Data, and even contact import automation failures to be uploaded into CX Dashboards for transparency with all your key stakeholders.

Enabling Respondent Funnels for a User

Once Respondent Funnels are enabled for a brand, each user who wants to use the feature to build dashboards will have to complete the steps below.

Enabling the User Permission

Enable the user permission under Contacts called Use Directory Data for Dashboards. Make sure you can also access and manage the directory.

Enabling the Dashboard

Before following these steps, make sure you are in the account you’d like to enable this feature for. If your brand has multiple directories, you must also make sure you are in the desired directory. You can enable the Respondent Funnel for multiple directories, but you must turn it on individually for each directory.

1. Go to your directory by clicking Directories.
   
2. Select Directory Settings.
3. Select Dashboard setup.
4. Click Enable Dashboard.

Mapping Funnel Data

Before you can start building a dashboard about your XM Directory, you’ll need to map your funnel data to your dashboard. Your funnel data may be mapped into a dashboard with up to 20 other survey data sources. Note that Respondent Funnel records event data as events occur, and will not update if contact data changes or is deleted in the future. If you delete distributions or contacts, data from these deleted fields will still be present in Respondent Funnel.

In order to map your funnel data to the dashboard, follow the steps below.

1. In the dashboard data section of your dashboard, click Add dataset.
   
2. Click Create dataset.
   
3. Name the dataset.
   
   Qtip: The respondent funnel can be used in both data mapper and data model type datasets.
4. Click Create dataset.
5. Click Add Source.
6. Hover over Directories and select the funnel data for the directory you want to map.
   Qtip: If you have multiple directories, you will have multiple options here, provided you have enabled the respondent funnel on each of these directories.
   Qtip: If you recently enabled the Respondent Funnel for your directory, this funnel data may not appear in the menu for some time. This step may take several minutes to two hours.
7. Deselect any fields you do not want to include.
   
8. Click Add.

Adding Respondent Funnel as a Secondary Data Source

If you add the respondent funnel to an existing dashboard with an existing data mapper dataset, you will need to add and map your respondent funnel fields manually. For an overview of the fields to map, see Default Fields.

If you attempt to use the respondent funnel dashboard template, you will see the below error message.
To resolve this message, you must manually edit each widget in the template and reselect the respondent funnel fields. You can avoid this message by having your respondent funnel data be the primary data source in the dashboard.

Response Rate and Completion Rate

Before you can report on response rate and completion rate in your dashboard, you will need to add 2 custom metrics.

Response Rate

1. In the dashboard settings, click on the Custom metrics page.
2. Click Add custom metric.
3. Call it “Response Rate.”
4. Add the following equation: (Count) / ( (Count) – (Count) ).
5. Click the numerator.
   
6. Go to the Filters section.
7. Click Add Filter.
8. Hover over Number and select Survey Finished.
   
9. Use the slider to select 1 to 1.
   
10. Click Save.
11. Click the first metric in the denominator.
    
12. Go to the Filters section.
13. Click Add Filter.
14. Hover over Number and select Email Sent.
    
15. Use the slider to select 1 to 1.
    
16. Click Save.
17. Click the second metric in the denominator.
    
18. Go to the Filters section.
19. Click Add Filter.
20. Hover over Number and select Email Bounced.
    
21. Use the slider to select 1 to 1.
    
22. Click Save.
23. Make sure to Save your changes after your metrics are fully built.

Completion Rate

1. Similarly, create a second custom metric and call it “Completion Rate.”
   
2. Add the following equation: (Count) / (Count).
3. Click the numerator.
   
4. Go to the Filters section.
5. Click Add Filter.
6. Hover over Number and select Survey Finished.
   
7. Use the slider to select 1 to 1.
   
8. Click Save.
9. Filter the denominator so it includes only responses where Survey Started.
   
10. Click Save.

Example Custom Metrics

Custom metrics help to report on respondent funnel data. There are a few common custom metrics that are useful for analyzing data:

1. Emails Succeeded: (Sum Email Sent) – (Sum Email Bounced)
2. Emails Opened: (Sum Emails Opened) / (Sum Email Sent) – (Sum Email Bounced)
3. Opt Out Rate: (Sum Unsubscribed) / (Sum Email Sent) – (Sum Email Bounced)
4. Bounce Rate: (Sum Email Bounced) / (Sum Email Sent)

Loading Historical Data

Once a Respondent Funnel is generated, you will automatically be able to report on all data after the feature was enabled for your brand. Loading historical data allows you also to report on data from previous distributions that was collected before the Respondent Funnel was enabled.

1. Navigate to the respondent funnel you enabled.
2. Select the checkbox next to Load historical data for the fields defined above.
3. Click Load historical data.
   Attention: One custom transaction or embedded data field must be added to the configuration before you will be able to load historical data. The option to load historical data will not appear for Respondent Funnels which were created over 13 months ago. This is because all data from that period is already stored and there is nothing additional to load in.
4. The status of the historical data load will be displayed within the respondent funnel window.

Attention: The loading process may take a long time to complete depending on the amount of data added to your respondent funnel. The loading status will update once all historical data is loaded.

Default Fields

Special Considerations for Fields

• Emails skipped due to Contact Frequency Rules and events related to Contact Import Automations are not automatically tracked for Respondent Funnels created after December 1, 2022. Please contact Qualtrics Support if you would like to enable tracking for these fields in your Respondent Funnel.
• When making email distribution calculations (e.g., Email Bounced, Email Opened, Email Sent), the Respondent Funnel will consider all email types. To limit what emails are used in these calculations, add a filter for the Distribution Category field and filter by your desired email type. More information about the Distribution Category field can be found in the table below.
• To view data for a specific survey, you’ll need to add a dashboard filter based on Survey ID. We recommend recoding your Survey IDs to their corresponding survey name to make filtering easier.
• Survey Finished and Survey Partial Recorded are separate fields within the Respondent Funnel. Survey Finished only includes complete responses and does not include partial responses.
• Email Sent and Email Blocked are separate fields within the Respondent Funnel. This provides a more detailed record of what happened with each sent distribution.

Default Fields Overview

Many fields will be mapped into your dashboard by default. The Field Type listed here is what fits the field the best; you may need to recode fields somewhat after mapping. See the tables below for all the fields that will be mapped in by default.

For Number Sets, the value will be 0 to imply the opposite of the description occurred. Remember Number Sets can be recoded to Text Sets to add more intuitive labelling.

Available Email Fields

Available Distribution Fields

Available Contact Fields

Available Survey Fields

Available Automation Fields

Available Filter Fields

Miscellaneous Fields

Enabling Additional Fields

In order to report on transactional data or contact embedded data not included in the default fields, you will need to complete the following steps.

You should try to complete this step before users map their Respondent Funnel data, but it’s okay if you don’t. If data has already been mapped, then these fields can be added as new fields to Dashboard Data.

1. Go to your directory by selecting Directories.
   
2. Go to the Directory Settings.
3. Select Dashboard setup.
4. You may need to select Change Fields.
5. Click Add Field.
6. Determine if the field you’re adding is transactional data or embedded data.
7. Type the name of the field. Be careful to use the exact same spelling, capitalization, and spaces.
8. Click Add Field to add another field.
   Attention: You can remove and add new fields as you need, but you can have no more than 50 fields at one time.
9. Click Remove to remove a field from the Respondent Funnel.
10. Click Enable Changes to add these fields as possible Fields mapped in a Respondent Funnel.

Please note that fields added here are not retroactive. The Respondent Funnel can only report on data fields that were configured when a distribution originally sent. If a data field is added here after a distribution has already sent, you will not be able to report on the data field for that distribution. However, you will be able to report on that data field for future distributions.

Mapping Additional Fields

If you enable additional fields before creating your dashboard, your fields will be automatically mapped for you. However, if you add these fields after creating your dashboard, you may need to manually map your fields by following the steps below.

1. In your dashboard data, click Add Field.
2. Give your field a name.
   Qtip: When naming your field, it can help to add a prefix to the field’s name that specifies if the field is embedded data or transaction data. You can add ED_ for embedded data or TD_ for transaction fields.
   Example: If I want to map the transaction field, “Visit_Type,” then my field name in my dashboard will be “TD_Visit_Type.”
3. If needed, adjust the field type for your mapping.
4. Select the embedded data or transactional data field that you want to display in your dashboard.
5. Click Save.

Using the Respondent Funnel Template

After you map your funnel data into a separate dashboard, you can technically build your dashboard however you want. This template is meant to make things easier by providing a complete report with a clean, strategic layout for your data.

1. While editing your dashboard, click Add in the Pages menu.
2. Select Page from template.
3. Select the Distribution Funnel template.
   
4. Select the funnel data for the directory you’d like to report on.
   Qtip: If you have multiple directories, you will have multiple options here, provided you have enabled the respondent funnel on each of these directories.
5. Click Create.

Troubleshooting

Comparing Response Data and Respondent Funnel Fields

Sometimes when you’re comparing the data in your standard dashboard to your respondent funnel, you’ll notice a difference in response rates. This is to be expected, because there are some fields that don’t perfectly match between respondent funnels and survey response data.