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XM Directory Respondent Funnel

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Attention: The Respondent Funnel can only be set up with assistance from Qualtrics, and it is only included with specific XM Directory licenses. If you are interested in using this feature, reach out to your Account Executive or your Customer Success Representative to begin the implementation process.
Qtip: In order to use this feature, you must have access to both XM Directory and CX Dashboards. If you are interested in the Respondent Funnel, please reach out to your Account Executive or your Customer Success Representative.

About XM Directory Respondent Funnel

XM Directory users can visualize CX program metrics such as contact sample rate, 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 automation run status to be uploaded into CX Dashboards for transparency with all your key stakeholders.

A dashboard that reports on XM directory information. There's a large widget for the emails opened, showing change over the last 3 months, and several line graphs of emails and surveys completed by week

Qtip: Only Brand Administrators can build dashboards using this feature. However, once created, these dashboards can be shared with whomever the Brand Administrator wants.
Attention: The Respondent Funnel does not allow data to be exported in CSV format. CSV export is currently supported for survey response data only.

Enabling Respondent Funnels for a User

Once Respondent Funnels are enabled for a brand, each Brand Administrator 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 Respondent Funnel. Make sure you can also access and manage the directory.

Contacts section of user permissions. Use Respondent Funnel is last in Account Permissions list

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.

Qtip: Only Brand Administrators can enable the Respondent Funnel.

In Directory Settings of contacts, select Respondent Funnel to the left. Buttons for enabling the funnel

  1. Go to your directory by clicking Contacts or Directories.
  2. Select Directory Settings.
  3. Select Respondent Funnel.
  4. Click Enable Dashboard.
Qtip: The Enable Dashboard button disappears once the user has permission to start using Respondent Funnels in their account’s CX Dashboards.

Mapping Funnel Data

Qtip: XM Directory Respondent Funnels only report on data collected after the feature has been enabled for your brand. Once it’s enabled, all data collected afterward can be reported on, regardless of when you turned it on for a specific user or when you mapped your data to a specific dashboard. After data is a year old, it will disappear from your dashboard.

For example, if the XM Directory Respondent Funnel is enabled for your brand in October of 2019, then in November of 2020, you will see the oldest data (i.e. from October 2019) disappear from your dashboard.

Qtip: Dashboards containing a Respondent Funnel source can only be recached once every 24 hours. Recaching is triggered whenever fields in the Dashboard Data are changed, added, or removed. We recommend making all of your Dashboard Data modifications at once, when possible.
Attention: 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 five other survey data sources.

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

  1. Go to your Dashboard Data in the settings.
    Dashboard Data section of the dashboard settings
  2. Click Add Source.
  3. Hover over External Datasources.
  4. 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.
  5. Deselect any fields you do not want to include, then click Add.
    Add source window that opens over dashboard has many checkboxes to select fields you want to map, or deselect ones you don't want to map. Lowe right is the green button you use to proceed once finished this step
Attention: New distribution events do not immediately appear in the dashboard and may take 24 hours to be included in reports.

Default Fields

Below is a list of all the fields that 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.

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.

Qtip: 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 below table.
Field Name Field Type Description
Email Bounced Number Set 1 if the sent distribution bounced. Bounced emails left Qualtrics, did not reach the recipient’s inbox, and were returned to Qualtrics servers.
Email Opened Number Set 1 if the distribution was opened after being sent out.
Email Failed Number Set 1 if the distribution was attempted but failed to send. There are many reasons why emails can fail. The most common reason is an incorrectly formatted email address.
Email Sent Number Set 1 if Qualtrics completed the distribution. Email Sent includes email survey invitations and Reminder & Thank You emails, as well as SMS invitations.
Email Skipped Number Set 1 if this distribution was not sent due to contact frequency rules.
Email Blocked Number Set 1 if the distribution was a duplicate. Duplicate emails are the same message, subject line, and recipient as another email sent within a 12-hour window.
Email Duplicate Number Set An older field that is no longer used.
Import Row Success Number Set 1 if automation attempted to import a row and the import succeeded.
Import Row Filtered Number Set 1 if automation filtered out (did not import) this row.
Import Row Invalid Number Set 1 if automation rejected this row as invalid.
Invalid Email Format Number Set 1 if this row had an invalid email address format.
Survey Finished Number Set 1 if the recipient finished the survey.
Survey Response Screened Out Number Set 1 if the recipient was screened out of the survey.
Survey Started Number Set 1 if the recipient started the survey.
Transaction Created Number Set 1 if a transaction was created for this row.
Transaction Create Failed Number Set 1 if the transaction failed.
Contact Update Failed Number Set 1 if a contact failed to be updated.
Contact Update Failed Time Date DateTime that a contact was not successfully updated as a result of an import.
Email Failed Time Date DateTime that a distribution failed to send.
Email Sent Time Date DateTime that a distribution successfully sent.
Email Skipped Time Date DateTime that a distribution was not sent due to Contact Frequency rules.
Email Duplicate Time Date DateTime that a distribution was determined a duplicate and not sent.
Email Bounced Time Date DateTime that a distribution bounced.
Email Opened Time Date DateTime that a distribution was opened by the recipient.
Import Row Filtered Time Date DateTime that a row was filtered by the automation. This value will be blank if the row was not filtered.
Invalid Email Format Time Date DateTime the email format was determined invalid.
Import Row Invalid Time Date DateTime that a row was considered invalid by the automation. This value will be blank if the row was not filtered.
Import Row Success Time Date DateTime that a row of the automation was imported into XM Directory.
Survey Finished Time Date DateTime that the contact clicked the final “Submit” button to complete the survey.
Survey Response Screened Out Time Date DateTime that a contact was screened out of a survey.
Survey Started Time Date DateTime that the contact started the survey.
Transaction Created Time Date DateTime that a transaction was created.
Transaction Create Failed Time Date DateTime that a transaction failed.
First Name Text Value FirstName of the XM Directory contact.
Last Name Text Value LastName of the XM Directory contact.
Email Address Text Value Email of the XM Directory contact.
Language Text Set Language of the XM Directory contact.
Phone Number Text Value Phone number of the XM Directory contact.
External Data Reference Text Value The External Data Reference of the XM Directory contact.
File Name Text Set Name of the automation source file that this transaction was imported from.
Automation ID Text Value Qualtrics Automation Run ID.
Row Number Text Value Row number in the automation source file that a given transaction was imported from.
Contact ID Text Value Qualtrics ID for the individual contact.
Directory ID Text Set Qualtrics Directory ID. This can be helpful for differentiating between multiple directories.
Distribution ID Text Set Qualtrics Distribution ID. This value will be blank if no distribution was scheduled for this transaction.
List ID Text Set ID of the mailing list the contact was added to.
Response ID Text Value Qualtrics Response ID; blank if no survey response was collected for this transaction.
Survey ID Text Set Qualtrics Survey ID. This value will be blank if no distribution was scheduled for this transaction.
Transaction ID Text Value Qualtrics Transaction ID.
Filtered Category Text Set Categories are: Duplicate, NoDistributionSettings, NoLookup, Excluded, BadDistributionDate, ImproperFormat, MissingRequiredColumns, and OverQuota.
Filtered Reason Text Set An additional clarifying message about the category will be included with categories Excluded and MissingRequiredColumns.
Survey Partial Recorded Number Set 1 if the survey is a partial response.
Survey Partial Recorded Time Date DateTime the response was partially recorded.
Contact List Subscribed Number Set Indicates if the contact is subscribed to the contact list. 1 if subscribed and 0 if unsubscribed. Note, this will only update if the contact unsubscribes via the opt-out link in their email invitation. Manually changing a contact’s subscription status will not update this field.
Contact List Subscribed Time Date DateTime the contact subscribed to the contact list.
Contact List Unsubscribed Number Set Indicates if the contact is unsubscribed to the contact list. 1 if unsubscribed and 0 if subscribed. Note, this will only update if the contact unsubscribes via the opt-out link in their email invitation. Manually changing a contact’s subscription status will not update this field.
Contact List Unsubscribed Time Date DateTime the contact unsubscribed from the contact list. This value will be blank if the contact is still subscribed.
Contact Directory Subscribed Number Set Indicates if the contact is subscribed to the directory. 1 if subscribed and 0 if unsubscribed. Note, this will only update if the contact unsubscribes via the opt-out link in their email invitation. Manually changing a contact’s subscription status will not update this field.
Contact Directory Subscribed Time Date DateTime the contact subscribed from your directory.
Contact Directory Unsubscribed Number Set Indicates if the contact is unsubscribed from the directory. 1 if unsubscribed and 0 if subscribed. Note, this will only update if the contact unsubscribes via the opt-out link in their email invitation. Manually changing a contact’s subscription status will not update this field.
Contact Directory Unsubscribed Time Date DateTime the contact unsubscribed from your directory. This value will be blank if the contact is still subscribed.
Distribution Category Text Set Indicates the category of email that sent. Values include Invite, Thank You, Reminder, and Other. You can add this field as a dashboard filter to easily allow you to filter based on different categories of emails.
Distribution Type Text Set Indicates the type of distribution that sent. Since there are many different distribution types, there’s a large set of possible values for this field.
Record Date Date DateTime that the record was recorded in the Respondent Funnel fieldset. The Record Date field can be nice for some users because all the different event dates are aggregated into one place; however there is a small lag between the event’s occurrence and when it is actually recorded in the fieldset. If users want to use the most accurate information, it is best to use the event-specific fields like Email Sent Time, Email Skipped Time, etc.
Contact Created Number Set 1 if the contact was successfully created as a result of an import.
Contact Created Time Date DateTime that a contact was successfully created as a result of an import.
Contact Create Failed Number Set 1 if the contact was unsuccessfully created as the result of an import.
Contact Create Failed Time Date DateTime that a contact was unsuccessfully created as a result of an import.
Email Blocked Time Date DateTime that the email was blocked by the recipient.
Distribution Channel Text Set The method used to distribute your message. Possible values include Email, GeneratedLink, Intercept, SMS, Unknown, and WhatsApp.
Bounce Type Text Set If your message bounced, indicates if it was a hard of soft bounce.
RecipientID Text Set The contact’s ID within a specific mailing list.
Qtip: 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.

Enabling Additional Fields

In order to report on Transactional Data or Embedded Data not included in the Default Fields, you will need to complete the following steps. This is helpful if you have an SFTP Contact Import Automation running and want to report on the fields imported or updated in the automation.

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.

Qtip: If a survey response’s Embedded Data is updated in Data & Analysis after the generation of the Respondent Funnel, it will not be reflected in the Respondent Funnel.
  1. Go to your directory by selecting Contacts or Directories.
    Back to respondent funnel section of directory settings (not dashboard). Add field button in blue text, creates fields for adding additional directory fields
  2. Go to the Directory Settings.
  3. Select Respondent Funnel.
  4. Determine if the field you’re adding is Transactional Data or Embedded Data.
  5. Type the name of the field. Be careful to use the exact same spelling, capitalization, and spaces.
  6. Click Add Field to add another field.
    Adding transaction data

    Attention: You can remove and add new fields as you need, but you can have no more than 50 fields at one time.
  7. Click Remove to remove a field from the Respondent Funnel.
  8. Click Enable Changes to add these fields as possible Fields mapped in a Respondent Funnel.

After you’ve enabled your first few fields, you can always go back and change the fields available. Just click Change Fields to get started.

Change fields button

Please note, 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.

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. Go to your dashboard. Make sure you are in editing mode.
    2. Click the new page button.
      Adding page from template to dashboard
    3. Select Page From Template.
    4. Select the Distribution Funnel template.
      Window where you choose fields
    5. 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.
    6. Click Create.
Qtip: The response rate metric includes all sent emails. To look only at invites, add a filter for Distribution Category and filter by Invite.