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Funnel analytics

Updated: Feb 18, 2026

This topic provides an overview of the funnel analytics dashboard within the Developer Dashboard⁠. As a developer, the funnel analytics page provides data and graphics to help you assess the effectiveness of your app tiles, product details pages (PDPs) and marketing efforts. You can filter the analytics by source channel and date to help you evaluate the various ways users are exposed to your app.

Migrating to real-time metrics

The Funnel Analytics dashboard (accessible via Analytics > Funnel in the Developer Dashboard⁠, or directly at /manage/applications/{APP_ID}/analytics/funnel/) has migrated to real-time analytics. As our new analytics dashboards are already live, we plan to end support for this legacy analytics dashboard.

Update timeline

Starting February 2, 2026, legacy dashboard will still be available, but will no longer populate with new data.

On May 6, 2026, these legacy dashboards will be replaced entirely with real-time versions. Your analytics data will still be available to download..

Prerequisites

You must have published an app on the Meta Horizon Store with over 100 active users throughout its lifetime.

You must have an account within your team, with the proper permissions to access the dashboard. For more information, see Add members and roles to your team.

Limitations

This feature is supported for apps that target Meta Quest devices only.

Users who previously owned the app are filtered out of all counts.

Funnel metrics count actions by unique users, not total counts.

Metrics are approximate and may not be precise.

Using funnel analytics

To view the funnel analytics dashboard:

Open the Developer Dashboard⁠.

Select your app.

Navigate to Analytics > Funnel. Alternatively, you can navigate directly to /manage/applications/{APP_ID}/analytics/funnel/.

Key features of the dashboard

Filtering options: Filter funnel data by surface and date range.

Surface filter: This will filter results by the channel that resulted in the display of the app tile. The options are:

All: Combines the Store, Search, Horizon Feed and Other categories.

Store: Shows users exposed to your app or performed an action from the Meta Quest Store.

Search: Shows users exposed to your app or performed an action via search.

Horizon Feed: Shows users exposed to your app or performed an action from the Horizon Feed surface.

Other: All other surfaces. This includes surfaces such as Notifications, Menu tab, Social tab, external links, etc.

Attribution: This will filter the results based on the attribution model selected. The options are:

Event surface: Attributes conversions and wishlists based on the surface where the conversion happens.

Last-touch surface: Attributes conversions and wishlists based on the last surface where the user had an impression or click before entering the conversion flow.

Data for the last-touch surface filter need to be computed so it is not delivered in real-time, and might have up to a 3 day delay. For real-time data, switch to the “Event surface” attribution filter.

Last-touch surface details

Last touch surface is a new attribution model introduced in December 2025. Last touch surface attributes conversions and wishlists to the last surface where the user had an impression or click before entering the conversion flow. Data for last-touch surface attribution starts on November 11, 2025.

Example funnel attribution user journey image

In this user journey example, the user discovers an app on Horizon Feed, clicks on the app, gets redirected to the app’s product details page (PDP), and makes a purchase from the PDP.

With event surface attribution, we attribute this conversion to the Store surface because that is the surface where the conversion event occurred.

With last-touch surface attribution, we attribute this conversion to the Horizon Feed surface because that is the surface the user came from to buy the app.

Funnel analytics summary

For each surface and date selected, you will see the following metrics:

Reach (app previously unowned): The estimated number of unique people exposed to this app tile who had not yet purchased or added this app to their library. Impressions from VR Install Ads are not included.

Clicks (app previously unowned): An estimate of the number of unique people who performed a click on your app tile, who had not yet purchased or added your app to their library. Clicks from VR Install Ads are not included.

Conversions (app previously unowned): The estimated number of unique people who purchased your app or added it to their library as a result of viewing the app tile, who had not previously purchased this app or added it to their library. Conversions from VR Install Ads are not included.

Wishlists (app previously unowned): The estimated number of unique people who added your app to their wishlist, who had not previously purchased or added this app to their library. Wishlists from VR Install Ads are not included.

Funnel conversion chart

You will see a graphical display that compares the number of people exposed to your app through the chosen surface, and what percentage of those people clicked or purchased something. The conversion percentages in this section are calculated by using the same funnel filters you selected (surface and date range). You will see the following conversion percentages:

Reach to Clicks = Clicks / Reach

Clicks to Conversions = Conversions / Clicks

Reach to Conversion (click the tab to view)= Conversions / Reach

The following images contain charts with fictional data for illustrative purposes:

Funnel events by surface table

This table shows funnel metrics and conversion rates broken down by surface. You can use this table to better understand how engagement differs across each surface and where users might engage more deeply.

Since metrics are based on unique counts, adding the values from all individual surfaces will not always equal the ‘All’ surface total, as overlapping users are only counted once in the overall metric.

Time series chart

The time series section graphs the number of app events over time. You can select one of the tabs (Reach, Clicks, Conversions, or Wishlists) to see performance over the time frame you selected in the date selector.

Conversion time series chart

This time series chart shows you daily conversion rates over time. Conversion metrics include:

Click to conversion rate: The percentage of people who clicked on your app and then purchased your app on the same day. Calculated by dividing the total number of clicks for the date by the total number of conversions for the day.

Click to wishlist rate: The percentage of people who clicked on your app and then added it to their wishlist. This metric is calculated by dividing the number of users who clicked on the app without having it previously added to their wishlist by the total number of wishlists from that day.

Conversion from Wishlist in Last 90 Days: The percentage of people who added your app to their wishlist and then added it to their library within the last 90 days. This metric is calculated by dividing converted wishlisted users by total wishlisted users in the same period.

Wishlist metrics

The wishlist metrics section provides insights into how users interact with wishlists, showing aggregated and time series breakdowns. Note that data in this section does not change based on the surface filter. Data for wishlist additions, purchases, and deletions starts on November 11, 2025.

The metrics in this section include:

Active wishlists: The unique number of people who currently have your app wishlisted. This metric is not affected by the date or surface filters.

Additions: The approximate unique number of people who added your app to their wishlist. Wishlists from VR Install Ads are not included. This metric is not affected by the surface and event surface filters.

Purchases: The approximate unique number of people who had your app in their wishlist and then gained an entitlement to your app. This metric is not affected by the surface and event surface filters.

Deletions: The approximate unique number of people who removed your app from their wishlist without gaining an entitlement. This metric is not affected by the surface and event surface filters.