What are down-funnel events?

A down-funnel event is a significant user action or engagement that occurs at a later stage in the customer journey or sales funnel. These events are typically indicators of deeper interest and intent to convert, and they often happen after initial interactions or impressions from the advertisement or marketing campaign.

Examples of down-funnel events can include:

• Clicking on a call-to-action (CTA) that leads to a product page or landing page.
• Adding items to a shopping cart.
• Initiating the checkout process.
• Completing a purchase.
• Signing up for a newsletter or demo.
• Moving from the free version of an app to a paid tier. 
• Requesting a quote or more information about a product or service.

Why are down-funnel events important?

Monitoring and tracking down-funnel events is crucial for advertisers and marketers to gauge the effectiveness of their campaigns and assess their return on investment (ROI). These events provide valuable insights into user behavior, interests, and intent, enabling businesses to optimize their marketing strategies and tailor their messaging to increase conversions and overall campaign success.

In the business of apps, down-funnel events such as subscription signups and the completion of purchases are also major revenue drivers, particularly for non-gaming apps, which can’t rely on frequent in-app purchases for upgrades, skinning, early access, or gaming tokens/chips. Down-funnel marketing is a key strategy for any developer or advertiser looking to improve ARPDAU and LTV of their users.