Note: Data Chat is a private beta feature and may have limitations or changes as it evolves. Reach out to your Funnel contact for feedback and support.
Data Chat is a conversational interface in Funnel that lets you ask questions about your data and get instant answers with automatically generated charts. You can save these charts to dashboards and open them in the Data Explorer page for deeper analysis.
You can also help your team members self-serve answers about your Funnel data without extensive training using Data Chat.
What can you do with Data Chat
Ask natural-language questions about your metrics, dimensions, and data.
Get instant visualizations with automatically generated charts and tables.
Save charts to dashboards to share insights with your team.
Open results in Data Explorer for deeper analysis with one click.
Ask "how-to" questions about Funnel features.
Explore your workspace context with answers that understand your business terms and setup.
Customize responses using workspace instructions to define business context and terminology.
Prerequisites
Access to your Funnel workspace.
Data Chat enabled in your workspace. Reach out to your Funnel contact to enable this feature in your workspace.
Guidelines
Ask questions about your data, metrics, or dimensions.
Data Chat understands your workspace context, including your connected data sources and custom fields.
Ask follow-up questions in the same chat to refine your results.
(Optional) Customize your chats using the workspace instructions.
Limitations
Data Chat has the following limitations:
Read-only: Data Chat cannot take actions in Funnel. It cannot edit settings, change configurations, or manipulate data.
Scope: Data Chat can only work with data and features that exist in Funnel. It cannot create new chart types beyond what's available today.
Chat privacy: Conversations are private to each user and cannot be shared with other workspace members.
Chat retention: Chats that are inactive for more than 60 days are automatically deleted.
Complex analysis: For complex multi-step analysis, you may need to open Data Explorer for more advanced capabilities.
Privacy and security
Data Chat processes your questions and data within Funnel's secure infrastructure. Here's how your data is handled:
Where your data is processed: All AI processing happens inside Funnel's secure infrastructure. Your data is not sent to third parties for processing.
Data storage: Processing runs on AWS within Funnel's hosting regions and complies with GDPR requirements.
Data training: Your company's marketing data is not used to train AI models.
Data retention: Your data is retained for 30 days after workspace deletion, according to our standard policy.
AI transparency notice
Data Chat is designed to help you organize data, explore insights, and find patterns. To ensure full transparency in line with EU AI Act guidelines, please be aware of the following:
You are interacting with an AI: Data Chat is an artificial intelligence system, not a human.
Content is AI-generated: All summaries, insights, and other text produced by Data Chat are generated by AI.
Please review all outputs: We recommend you review all AI-generated content for accuracy and context before using it in your reports or marketing decisions.
Procedure
Follow these steps to use Data Chat. The workflow guides you through asking questions, viewing results, and saving insights.
1. Open Data Chat
In your Funnel workspace, click Data Chat in the left navigation pane.
Click New Chat to start a new conversation, or select an existing chat from the list in the left sidebar.
2. Ask a question
In the chat interface, type your question.
You can ask about:
Specific metrics or dimensions. For example, "Show me spend by channel for the last 30 days"
Performance comparisons. For example, "Compare ROAS across my campaigns"
Trends over time. For example, "What's my impression trend for the last week?"
How to use Funnel features. For example, "How do I create a custom metric?"
Press Enter or click the send button to submit your question.
Note: Data Chat processes your question and may show Thought for a few seconds while it plans the query and generates results. Expand this option to see how Data Chat derived at your results.
3. Review your results
After Data Chat processes your question, you'll see:
Visualizations: Charts or graphs showing your data
Tables: Detailed breakdowns with metrics and dimensions
Summaries: Natural-language explanations of the findings
Example: If you ask "Show me spend by channel for the last 30 days," you might see:
A bar chart showing total spend by channel
A detailed table with cost, clicks, conversions, and ROAS for each channel
A summary explaining the key insights
Note: Output formats from Data Chat may vary. As you continue asking questions and give feedback, Data Chat refines its responses to better match your needs.
4. (Optional) Open results in Data Explorer
Below any chart or table, click Open in data explorer.
Data Explorer opens with the same data, allowing you to:
Modify filters and dimensions
Add additional metrics
Create custom calculations
Export the data
Note: Use Data Explorer when you need deeper analysis or more control over your data view.
5. (Optional) Save charts to dashboards
After Data Chat generates a chart, click Save to dashboard below the visualization.
Choose an existing dashboard or create a new one.
The chart is added to your selected dashboard and can be shared with your team.
Tip: Save frequently used insights to dashboards so you can revisit them without asking the same question again.
6. Ask follow-up questions
In the same chat, type a follow-up question related to your previous query. Sometimes, Data Chat also provides suggestions proactively for you to explore.
Data Chat uses context from your conversation to provide more relevant answers.
Continue asking questions to explore different aspects of your data.
Example: After asking about spend by channel, you might ask "Which channel has the highest ROAS?" or "Show me conversions for social media only."
7. (Optional) Manage your conversations
You can find a list of your older conversations in the left sidebar under Data Chat. To manage your conversations:
Open a chat from the list and review previous questions and answers.
To delete a chat, click the More actions list and select Delete.
Note: Chats are private to each user and cannot be shared with other workspace members. Chats that are inactive for more than 60 days are automatically deleted. To keep important conversations, save charts to dashboards or export the data.
8. (Optional) Give feedback
You can provide feedback on Data Chat responses to help improve the feature:
For each response, use the thumbs-up or thumbs-down icons to quickly rate the response.
Click Feedback to enter detailed feedback in the free-text field.
You can also reach out to your Funnel contact to share feedback about Data Chat features.
Tip: Your feedback helps Data Chat refine its responses and improve over time.
9. (Optional) Customize Data Chat with workspace instructions
You can customize how Data Chat responds by adding workspace instructions. Workspace instructions are set globally across your workspace and apply to all users. After you add a workspace instruction, Data Chat uses these instructions whenever you ask a question.
Learn more: See Customize Data Chat with workspace instructions article for detailed steps on adding, editing, and deleting workspace instructions.