Flow Table

The Flow Table is a reporting template that breaks down conversational creative performance at the component level. While the standard Table view shows high-level metrics per data source, and the visual Flow template shows a graphical flow diagram, the Flow Table gives you a detailed, sortable table of every component in the conversation flow — prompts, choices, and other interaction nodes — with metrics for each.

This makes it the go-to view for understanding exactly where users engage, continue, drop off, or complete the conversation.

Accessing the Flow Table

1. Open a report with conversational creative data sources selected
2. Switch to the Report tab
3. Click the icon in the toolbar
4. Select Flow Table from the templates dialog

TIP

The Flow Table template is only available when your selected data sources include conversational creatives. If the data sources have no flow data, the Flow Table option will be grayed out.

Understanding the columns

The Flow Table displays the following columns:

Column	Description
Name	Name of the data source (campaign, creative group, or creative)
Type	Type of the data source — Campaign, Creative Group, or Creative
Creative	Name of the specific creative. Clickable — opens the creative name in context.
Component	The type of flow component (e.g. Prompt, Choice, End)
Content	The actual text content of the component
Level	The position in the conversation flow, starting from 1 for the first prompt
Option	The choice number within a given level (unique per level)
Impressions	Number of times this component was loaded during the observation period
Continue	Number of impressions that led to further interaction beyond this component
Drop	Number of impressions where the user dropped off at this component (shows "-" for Choice rows, since drop-off is measured on prompts, not individual choices)
Completed	Number of impressions that reached the end of the conversation flow

Tree structure

When viewing raw (non-aggregated) data, the Flow Table displays rows in a hierarchical tree structure. Top-level rows represent the first component in each creative's flow. Expanding a row reveals the child components — the choices and subsequent prompts that follow.

Rows are expanded by default, so the tree structure is immediately visible when the Flow Table loads. The screenshot above shows the tree with component types like CSS, Message, JS, and Choice listed under the creative.

This tree mirrors the actual conversation structure: a Prompt at level 1 expands to show its Choice options, each of which may lead to further Prompts at level 2, and so on.

Component type filter

The Flow Table includes a filter button in the toolbar that lets you show only specific component types. This is useful when you want to focus on a particular aspect of the flow:

• Show only Choice components to analyze branching patterns and which options users prefer
• Show only Prompt components to see engagement at each conversation stage
• Show all types (default) for the complete picture

Sorting

Click any column header to sort the table. Clicking the same header cycles through descending, ascending, and unsorted states. Sorting by Option uses a compound sort — it first sorts by Level, then by Option within each level — so the conversation structure stays readable.

Aggregate mode

Toggle the aggregation button in the toolbar to switch between:

• Raw (default) — one row per component per creative, with the full tree structure
• Aggregate — one summary row per creative, with totals across all components

Raw mode is best for detailed analysis. Aggregate mode is useful for a quick comparison across creatives.

Interactive features

Creative preview

Click the eye icon next to a creative name to open an inline preview of that creative. Click it again (or click the denied-eye icon) to close the preview.

Open in Builder

Click a creative name in the Creative column to open that creative in the Builder in a new tab. Click the Name column to navigate to the campaign or creative group view, depending on the data source type.

Disabled toolbar options

When the Flow Table template is active, the following toolbar options are disabled:

• Rate values () — not available for Flow Table data
• Percentile change () — not available for Flow Table data

Date range, time buckets, and data export remain available as normal.

Use cases

The Flow Table is particularly useful for:

• Identifying drop-off points — find which prompts have the highest drop-off rates to optimize conversation length and content
• Comparing choice popularity — see which choices users select most often at each branching point
• Cross-creative comparison — select multiple creatives as data sources to compare how different conversation designs perform at the component level
• Optimizing conversation paths — combine Level, Continue, and Completed data to understand which paths through the conversation lead to the best outcomes
• Reporting to stakeholders — export the table data as CSV, Excel, or JSON for inclusion in campaign reports