---
title: "Full-funnel playbook"
slug: "/help/resources/playbooks/full-funnel-playbook"
last_updated: "2026-01-29T17:38:53Z"
zendesk_id: 45607366330387
zendesk_url: "https://help.walnut.io/hc/en-us/articles/45607366330387-Walnut-Full-Funnel-Analysis-Quick-Start-Guide"
locale: "en-us"
category: "Resource Packs & Playbooks"
section: "Playbooks"
product: "resources"
displayed_sidebar: "resourcesSidebar"
sidebar_position: 2
tags: ["Insights","Playlists","analytics","screens funnel","integrations","guides funnel","full-funnel","full funnel"]
topic: "playbooks"
---

## **Overview**

#### **Welcome to the Walnutverse. ✨**

Unlock a full-funnel understanding of your go-to-market engine with **Walnut Insights** — connecting product demo engagement data across your entire revenue stack. This guide shows how to integrate Walnut into your ecosystem, interpret key analytics, and turn demo interactions into actionable revenue signals.

#### **Connect the stars. Watch your product shine.**

From the first demo view to a signed deal and beyond, Walnut’s analytics and integrations help you visualize buyer intent, qualify leads faster, and measure impact across the funnel — empowering Marketing, Sales, and Success teams to move in sync.

:::note

👉 Read Next: [Walnut Impact & ROI Playbook: Turning Demo Engagement into Measurable Business Outcomes](/help/resources/playbooks/roi-playbook)

:::

---

## **Your Walnut Insights & Analytics Toolbox**

Everything you need to **capture**, **analyze**, and **activate engagement data**.

-   [**Built-In Walnut Insights**](https://help.walnut.io/hc/en-us/articles/32107248394643)
    -   [**Demo Insights**](https://help.walnut.io/hc/en-us/articles/32107248394643-Track-Demo-Engagement-and-Performance-with-Built-In-Walnut-Insights#h_01K8R8PA6CV4QS8ZCG2ABPFNH9) — granular data on every interactive session.
        -   [**Screens Funnel**](https://help.walnut.io/hc/en-us/articles/32107248394643-Track-Demo-Engagement-and-Performance-with-Built-In-Walnut-Insights#h_01K8RJ0PF361V2RJ0J89TRC10E) — visualizes where viewers drop off or complete screens within non-guided or hybrid demo flows.
        -   [**Guides Funnel**](https://help.walnut.io/hc/en-us/articles/32107248394643-Track-Demo-Engagement-and-Performance-with-Built-In-Walnut-Insights#h_01K8RK3H3S88DZ0C99G0CN6VYC) — shows step-by-step progression through guided or hybrid experiences.
    -   [**Playlist Insights**](https://help.walnut.io/hc/en-us/articles/32107248394643-Track-Demo-Engagement-and-Performance-with-Built-In-Walnut-Insights#h_01K8RKMNS68CK6CFXM3EJ1ZDMC) — consolidated engagement across bundled assets.
-   [**CRM Integrations**](https://help.walnut.io/hc/en-us/sections/21169772161299-Integrations) — [_Salesforce_](https://help.walnut.io/hc/en-us/sections/21169895800467-Salesforce), [_HubSpot_](https://help.walnut.io/hc/en-us/sections/21169603057939-HubSpot) (deal attribution, activity tracking).
-   [**Marketing Automation**](https://help.walnut.io/hc/en-us/sections/21169772161299-Integrations) — [_Marketo_](https://help.walnut.io/hc/en-us/sections/21438772689043-Marketo), [_Pardot_](https://help.walnut.io/hc/en-us/sections/21438785098131-Pardot), [_HubSpot_](https://help.walnut.io/hc/en-us/sections/21169603057939-HubSpot) (lead scoring, nurturing).
-   [**Webhooks & Zapier**](https://help.walnut.io/hc/en-us/sections/21169772161299-Integrations) — send real-time demo and playlist session data anywhere in your stack.

---

## **Full-Funnel Analysis At-a-Glance**

Walnut transforms demo engagement into measurable business outcomes — aligning **marketing**, **sales**, and **customer success** around shared data signals. Every interaction across your funnel contributes to a unified visibility loop: _engagement → intent → pipeline → revenue._

### **Quick Reference**

- **[Top of Funnel](#h_tofu):** Trigger lead scoring and nurture workflows from demo events.
- **[Mid-Funnel](#h_mofu):** Qualify based on completion, time spent, and interaction depth.
- **[Bottom of Funnel](#h_bofu):** Map demo types to opportunity stages and follow-up plays.
- **[Post-Sale](#h_post_sale):** Track adoption, measure enablement, and surface expansion intent.

| Funnel Stage | Example Metrics / Data Points | How to Use the Data | Key Plays |
| --- | --- | --- | --- |
| **Top of Funnel (Attract & Identify)** | `event: demo_session_finished`  
`user.email`  
`session_started`  
`demo.url` | Identify new leads engaging with demos or playlists.  
Map sessions to CRM or MAP contacts to activate automations. | • Add “Demo Viewed” to lead scoring (+10).  
• Trigger nurture for first-time viewers.  
• Surface high-interest leads for SDR review. |
| **Mid-Funnel (Engage & Qualify)** | `session_duration`  
`guides_completion_rate`  
`screen_completion_rate`  
`fab_clicks` | Measure engagement depth and intent strength.  
Identify high-intent viewers and drop-off trends. | • Flag leads completing >25% or >5min sessions as MQLs.  
• Refine pacing and CTAs based on drop-off data.  
• Send personalized follow-ups for partial viewers. |
| **Bottom of Funnel (Convert)** | `demo.name`  
`template_name`  
`last_section_viewed`  
`last_guide_shown` | Link demo activity to opportunities in your CRM.  
Attribute late-stage engagement to deals in progress. | • Attribute opportunities influenced by demos.  
• Notify reps when “Pricing” or “Integration” demos are viewed.  
• Personalize follow-ups based on last section viewed. |
| **Post-Sale (Adopt & Expand)** | `session_id` (repeat activity)  
`completion_rate`  
`session_duration` | Measure product adoption and enablement impact through ongoing demo engagement. | • Track onboarding and feature adoption.  
• Spot expansion intent from advanced feature demos.  
• Use completion trends to measure enablement success. |
| **Cross-Funnel Alignment (Attribution & Insights)** | `demo.template_id`  
`avg. completion`  
`time_spent` (aggregated) | Analyze engagement across all stages to link demos → pipeline → revenue. | • Build dashboards mapping engagement to deal velocity.  
• Benchmark templates by performance.  
• Quantify ROI of interactive storytelling. |

---

## **Full-Funnel Analysis Framework**

Every demo interaction tells a story. By mapping Walnut’s engagement data across your entire funnel — from first view to closed-won — you can identify intent signals, measure content effectiveness, and connect demo influence directly to revenue outcomes.

### **Top of Funnel (Attract & Identify)**

**Primary goals:** Maximize reach, capture curiosity, and turn anonymous engagement into known leads or accounts.

**Key Data Points:** Sessions, Viewers, Bounce Rate (%), Median Time Spent (seconds), Screens Viewed (%), Completion Rate (%).

**Tooling & Signals:**

-   Use [**Walnut Insights Summary Metrics**](https://help.walnut.io/hc/en-us/articles/32107248394643-Track-Demo-Engagement-and-Performance-with-Built-In-Walnut-Insights#h_01K8R8PA6CV4QS8ZCG2ABPFNH9:~:text=2%20%2D%20Demo%20Insights%20Summary) to track **Total Sessions**, **Total Viewers**, and **Total Time Spent** — your top-of-funnel visibility indicators.
-   Increase identification coverage using [**email parameters**](/help/demos/personalize/variables/url-parameters) (`?email={{contact.email}}`), [**embedded lead forms**](/help/demos/personalize/lead-forms/identify-viewers), or [**Walnut Uncover**](/help/integrations/ip-to-company-deanonymization/uncover) for account-level recognition.
-   Log `session_started` and `demo_session_finished` events in your MAP/CRM to connect views to contacts and campaigns.

**Full-Funnel Power Plays:**

-   Add **Demo Viewed** as a behavioral trigger for lead scoring and nurture sequences (_+10 for any demo view, +20 for median time ≥ 45s or screens viewed ≥ 25%_).
-   Use **[Guide Funnel](https://help.walnut.io/hc/en-us/articles/32107248394643-Track-Demo-Engagement-and-Performance-with-Built-In-Walnut-Insights#h_01K8RK3H3S88DZ0C99G0CN6VYC)** and [**Screens Funnel**](https://help.walnut.io/hc/en-us/articles/32107248394643-Track-Demo-Engagement-and-Performance-with-Built-In-Walnut-Insights#h_01K8RJ0PF361V2RJ0J89TRC10E) to pinpoint weak openers and optimize early-screen engagement before gating.
-   Embed demos in campaign landing pages to generate engagement data even before form submission.

:::note[Pro Tip]

🏆 Use `demo_session_finished` and `playlist_session_finished` events as universal triggers in your CRM or MAP workflows for lead scoring, campaign activation, or post-demo follow-up.

:::

---

### **Mid-Funnel (Engage & Qualify)**

**Primary goals:** Measure engagement depth, identify high-intent prospects, and inform personalized outreach.

**Key Data Points:** Session Duration, Completion Rate (%), Guide Completion Rate (%), Screen Completion Rate (%), FAB Conversion Rate (%), Engagement Score (1–10).

**Tooling & Signals:**

-   In [**Walnut Insights**](https://help.walnut.io/hc/en-us/articles/32107248394643), review **Completion Rate**, **Guide Completion Rate**, and **FAB Conversion Rate** to gauge story resonance and next-step intent.
-   Use [**Guides Funnel**](https://help.walnut.io/hc/en-us/articles/32107248394643-Track-Demo-Engagement-and-Performance-with-Built-In-Walnut-Insights#h_01K8RK3H3S88DZ0C99G0CN6VYC) and [**Screens Funnel**](https://help.walnut.io/hc/en-us/articles/32107248394643-Track-Demo-Engagement-and-Performance-with-Built-In-Walnut-Insights#h_01K8RJ0PF361V2RJ0J89TRC10E) to identify friction points and pacing issues in your narrative flow.
-   Track [**Engagement Score**](https://help.walnut.io/hc/en-us/articles/32107248394643-Track-Demo-Engagement-and-Performance-with-Built-In-Walnut-Insights#h_01K8RH3PPHG61N36WG8EA47CT2:~:text=2%20%2D%20Demo%2DSpecific%20Insights%20Summary) to benchmark each demo’s performance against top-performing assets.

**Full-Funnel Power Plays:**

-   Flag leads completing **≥25%** of guides or spending **5 minutes** as high-intent MQLs.
-   Combine **Completion Rate**, **Median Time Spent**, and **FAB Conversion** for a simple engagement health index.
-   Delay gating until after early value moments (steps 3–5), using incentive-based copy like _“Unlock sandbox access”_ or _“Continue the experience.”_

:::note[Pro Tip]

🏆 Monitor [**Guides Funnel**](https://help.walnut.io/hc/en-us/articles/32107248394643-Track-Demo-Engagement-and-Performance-with-Built-In-Walnut-Insights#h_01K8RK3H3S88DZ0C99G0CN6VYC) weekly — sharp drops before CTAs often indicate pacing issues or unclear value. Refine annotation timing and copy accordingly.

:::

---

### **Bottom of Funnel (Convert)**

**Primary goals:** Accelerate decisions, influence late-stage deals, and surface multi-threaded buying signals.

**Key Data Points:** Demo Name, Template Name, Last Section Viewed, FAB Conversion Rate (%), Return Sessions, Guide Completion (%).

**Tooling & Signals:**

-   Use [**Session-Level Drilldowns**](https://help.walnut.io/hc/en-us/articles/32107248394643-Track-Demo-Engagement-and-Performance-with-Built-In-Walnut-Insights#h_01K8RH3PPHG61N36WG8EA47CT2:~:text=4%20%2D%20Sessions%20of%20This%20Demo%20Table) to identify re-engagement patterns — especially multiple sessions from the same account within a short timeframe.
-   Correlate **FAB Conversion** and **Completion Rate** with deal velocity in your CRM or BI dashboards.
-   Tag late-stage assets like _Pricing_, _Security_, or _Integrations_ demos to specific opportunity stages for pipeline attribution.

**Full-Funnel Power Plays:**

-   Trigger CRM alerts when key accounts re-engage or multiple stakeholders view the same demo (“buying committee” signal).
-   Use [**Session Journey**](https://help.walnut.io/hc/en-us/articles/32107248394643-Track-Demo-Engagement-and-Performance-with-Built-In-Walnut-Insights#h_01K8RH3PPHG61N36WG8EA47CT2:~:text=4%20%2D%20Sessions%20of%20This%20Demo%20Table) data to replicate high-performing buyer paths in future demo sequences.
-   Compare **Stage Conversion Rate (with vs. without Demo Views)** and **Average Sales Cycle Length by Demo Activity** to quantify demo influence.

:::note[Pro Tip]

🏆 Use [**Walnut’s Advanced Salesforce Reports**](/help/integrations/salesforce/salesforce-reports) (Win/Loss by Demo Activity, Stage Conversion, and Sales Cycle Length) to visualize direct demo impact on pipeline creation and deal velocity.

:::

---

### **Post-Sale (Adoption & Expansion)**

**Primary goals:** Drive onboarding success, feature adoption, and identify upsell opportunities.

**Key Data Points:** Repeat Session ID, Completion Rate (%), FAB Conversion Rate (%), Median Time Spent (seconds), Engagement Score (1–10).

**Tooling & Signals:**

-   Track repeat demo sessions to measure product adoption and ongoing learning engagement.
-   Use **Completion Rate** and **FAB clicks** to assess how effectively customers engage with advanced features.
-   Compare [**Playlists**](/help/playlists/create) vs. standalone demos to evaluate self-guided education performance.

**Full-Funnel Power Plays:**

-   Trigger enablement or upsell workflows when customers complete “Advanced Features” demos or click in-demo CTAs related to premium add-ons.
-   Use [**Playlist analytics**](https://help.walnut.io/hc/en-us/articles/32107248394643-Track-Demo-Engagement-and-Performance-with-Built-In-Walnut-Insights#h_01K8RKMNS68CK6CFXM3EJ1ZDMC) (Average Time Spent, Completion, Bounce) to refine post-sale content sequencing.
-   Measure **Engagement Score** across accounts to forecast expansion readiness.

:::note

#### **🏆 Pro Tip: Use Playlists for Intent Mapping**

Playlists act as dynamic experience hubs — bundling demos, videos, and assets that let buyers and customers choose their own path.

-   **Viewers self-select interests** → sharper segmentation and personalized follow-ups.
-   Streamlined **discovery** → less friction and richer intent data.
-   Each interaction → triggers **contextual** **nurtures** or tailored next-step recommendations.

:::

---

### **Cross-Funnel Alignment (Attribution & Continuous Optimization)**

**Primary goals:** Tie engagement data to revenue outcomes and continuously optimize demo and content performance.

**Key Data Points:** Identified vs. Anonymous Sessions Ratio, Win/Loss Rate by Demo Activity, Average Sales Cycle Length by Demo Activity, Stage Conversion (With vs. Without Demo Views), Open Opportunities with Low Engagement.

**Tooling & Signals:**

-   Use **[Walnut Insights](https://help.walnut.io/hc/en-us/articles/32107248394643) + [CRM/MAP Integration](/help/demos/analyze/faqs/integrations-overview)** to connect engagement metrics with opportunity data.
-   Track **Engagement Score**, **FAB Conversion**, and **Completion Rate** alongside pipeline KPIs to evaluate demo impact.
-   Leverage [**Guides Funnel**](https://help.walnut.io/hc/en-us/articles/32107248394643-Track-Demo-Engagement-and-Performance-with-Built-In-Walnut-Insights#h_01K8RK3H3S88DZ0C99G0CN6VYC), [**Screens Funnel**](https://help.walnut.io/hc/en-us/articles/32107248394643-Track-Demo-Engagement-and-Performance-with-Built-In-Walnut-Insights#h_01K8RJ0PF361V2RJ0J89TRC10E), and [**Top Screens**](https://help.walnut.io/hc/en-us/articles/32107248394643-Track-Demo-Engagement-and-Performance-with-Built-In-Walnut-Insights#h_01K8RH3PPHG61N36WG8EA47CT2:~:text=enrich%20account%20insights.-,5%20%2D%20Top%20Screens,-The%20Top%20Screens) for continuous content optimization.

**Full-Funnel Power Plays:**

-   Build dashboards linking **Demo Viewed → Pipeline Created → Closed-Won** via the [**Walnut App for Salesforce**](https://help.walnut.io/hc/en-us/sections/28694032331027-General-Information).
-   Run a monthly loop: review top 5 demos → apply one narrative or CTA improvement → measure lift in Completion, FAB Conversion, and Stage Conversion.
-   Use **Open Opportunities with Low Engagement** reports to trigger re-engagement sequences (short guided demos or curated playlists).

:::note[Pro Tip]

🏆 Aim for **70–80%** identification coverage across your demo ecosystem. Combine **[Walnut Uncover](/help/integrations/ip-to-company-deanonymization/uncover)** for account-level recognition with form and parameter-based methods for contact-level attribution.

:::

---

## **Walnut Engagement Data at a Glance**

In addition to **[built-in Walnut Insights](https://help.walnut.io/hc/en-us/articles/32107248394643)**, every Walnut session captures structured JSON data that can be sent via **[webhooks](/help/api/webhooks)** or **[Zapier](/help/integrations/more-integrations/zapier)** to:

-   Analyze behavior and drop-off points
-   Trigger automations in marketing or CRM systems
-   Enrich leads, contacts, and opportunities

**Session Event Schemas:**

- [**Demo Session Data Points**](#h_01K8JY20B6KAC0XH7YX8H9NN6T)**:** Tracks engagement with a single interactive demo.
- [**Playlist Session Data Points**](#h_01K8JY5321XC0SMMWE0KN28Y4H)**:** Captures multi-asset engagement (videos, decks, demos).

👉 **Use these data structures** to feed your analytics stack, marketing automation, or custom dashboards.

---

### **Demo Session Data Points**

_\*Webhook object data points._ For Insights dashboard metrics, see **[Track Demo Engagement and Performance with Built-In Walnut Insights](https://help.walnut.io/hc/en-us/articles/32107248394643)****.**

| Key | Description | Example Value | Data Type |
| --- | --- | --- | --- |
| `demo.id` | Unique identifier for the demo instance. | `7a8e73ec-93ef-4f35-aadf-33c2ada9b887` | string (UUID) |
| `demo.name` | Name of the demo. | Meet Crunchy AI | string |
| `demo.template_id` | ID of the demo template used. | `473e5dd0-7447-4c84-9a09-d0cd51442c0a` | string (UUID) |
| `demo.template_name` | Name of the template used. | Crunchy AI Demo Template | string |
| `demo.url` | Direct URL to launch the demo with parameters. | [View Demo](https://app.teamwalnut.com/player/?demoId=7a8e73ec-93ef-4f35-aadf-33c2ada9b887&showGuide=true&showGuidesToolbar=true&showHotspots=true&source=playlist) | string (URL) |
| `demo_engagement.fab_clicks` | Number of floating action button clicks. | 8 | integer |
| `demo_engagement.guides_completion_rate` | Percentage of guides completed. | 72 | integer (percentage) |
| `demo_engagement.last_guide_shown` | Last guide step viewed by the user. | Closing Summary | string |
| `demo_engagement.last_section_viewed` | Last section or screen viewed in the demo. | Crunchy AI Overview | string |
| `demo_engagement.screen_completion_rate` | Percentage of screens completed by the viewer. | 84 | integer (percentage) |
| `demo_engagement.session_duration` | Total session duration in seconds. | 123 | integer (seconds) |
| `session_id` | Unique identifier for this demo session. | `eb8af248-a970-46fa-bfb0-cb675b6780e1` | string (UUID) |
| `session_started` | Timestamp when the session began (UTC). | `2025-09-10T14:22:17.905000Z` | datetime (ISO 8601) |
| `event` | Event type triggered when the session ends. | `demo_session_finished` | string |
| `timestamp` | Time when the event was logged. | `2025-09-10T14:24:20.666248Z` | datetime (ISO 8601) |
| `user.email` | Email address of the viewer. | `viewer@example.com` | string (email) |
| `user.user_agent` | Browser and operating system used by the viewer. | Mozilla/5.0 (Macintosh; Intel Mac OS X 10\_15\_7) Chrome/118.0.0.0 | string |

**Demo Session JSON Object (**[**Webhook**](/help/api/webhooks) **Payload):**

```auto
{
  "data": {
    "demo": {
      "id": "7a8e73ec-93ef-4f35-aadf-33c2ada9b887",
      "name": "Meet Crunchy AI",
      "template_id": "473e5dd0-7447-4c84-9a09-d0cd51442c0a",
      "template_name": "Crunchy AI Demo Template",
      "url": "https://app.teamwalnut.com/player/?demoId=7a8e73ec-93ef-4f35-aadf-33c2ada9b887&showGuide=true&showGuidesToolbar=true&showHotspots=true&source=playlist"
    },
    "demo_engagement": {
      "fab_clicks": 8,
      "guides_completion_rate": 72,
      "last_guide_shown": "Closing Summary",
      "last_section_viewed": "Crunchy AI Overview",
      "screen_completion_rate": 84,
      "session_duration": 123
    },
    "session_id": "eb8af248-a970-46fa-bfb0-cb675b6780e1",
    "session_started": "2025-09-10T14:22:17.905000Z",
    "user": {
      "email": "shellvis.sil@treebase.io",
      "user_agent": "Mozilla/5.0 (Macintosh; Intel Mac OS X 10_15_7) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/118.0.0.0 Safari/537.36"
    }
  },
  "event": "demo_session_finished",
  "timestamp": "2025-09-10T14:24:20.666248Z"
}
```

---

### **Playlist Session Data Points**

_\*Webhook object data points._ For Insights dashboard metrics, see **[Track Demo Engagement and Performance with Built-In Walnut Insights](https://help.walnut.io/hc/en-us/articles/32107248394643)****.**

| Key | Description | Example Value | Data Type |
| --- | --- | --- | --- |
| `playlist.name` | Name of the playlist. | Crunchy AI Overview Playlist | string |
| `playlist.description` | Short description of the playlist contents. | This playlist walks through Crunchy AI’s introduction, core features, workflows, and integrations. | string |
| `playlist.id` | Unique identifier for the playlist. | `9dad64b8-ff58-4874-ae5d-020d356c514c` | string (UUID) |
| `playlist.url` | Direct link to open the playlist in Walnut. | [View Playlist](https://app.teamwalnut.com/player/playlist?playlistId=9dad64b8-ff58-4874-ae5d-020d356c514c) | string (URL) |
| `items[0].name` | Title of the first playlist item. | Meet Crunchy AI | string |
| `items[0].description` | Description of the playlist item. | An introductory demo to meet Crunchy AI and explore its core value. | string |
| `items[0].type` | Content type of the playlist item (e.g., video, pdf, demo). | video | string |
| `items[0].duration_secs` | Duration of the item in seconds. | 123 | integer (seconds) |
| `items[0].number_of_views` | Total number of views for the item. | 403 | integer |
| `items[1].name` | Title of the second playlist item. | Crunchy AI Intro Deck | string |
| `items[1].description` | Description of the second item. | A short intro deck overviewing Crunchy AI’s main features and benefits. | string |
| `items[2].name` | Title of the third playlist item. | Crack Open Smarter Workflows | Crunchy AI | string |
| `items[2].description` | Description of the third item. | A demo showing how Crunchy AI unlocks smarter workflows and automation. | string |
| `items[3].name` | Title of the fourth playlist item. | Crunchy AI Integrations | string |
| `items[3].description` | Description of the fourth item. | An overview of Crunchy AI’s integrations and how they connect across platforms. | string |
| `session_id` | Unique identifier for this playlist session. | `80804ad4-6422-4f77-8667-7ae6aa05edad` | string (UUID) |
| `session_started` | Timestamp when the session began (UTC). | `2024-10-07T15:26:20.606000Z` | datetime (ISO 8601) |
| `session_ended` | Timestamp when the session ended (UTC). | `2024-10-07T15:31:30.606000Z` | datetime (ISO 8601) |
| `session_duration_secs` | Total session duration in seconds. | 310 | integer (seconds) |
| `user.email` | Email address of the viewer. | `jane.doe@company.com` | string (email) |
| `user.domain` | Viewer’s organization domain. | `company.com` | string |
| `user.identification_method` | How the viewer was identified. | email\_gate | string |
| `user.ip` | IP address of the viewer. | `123.213.123.43` | string (IP) |
| `user.user_agent` | Browser and operating system used by the viewer. | Mozilla/5.0 (Windows NT 10.0; Win64; x64) Chrome/85.0.4183.121 | string |
| `event` | Event type triggered when the playlist session ends. | `playlist_session_finished` | string |
| `timestamp` | Time when the event was logged. | `2025-07-11T13:19:39.526213Z` | datetime (ISO 8601) |

**Playlist Session JSON** [**Webhook**](/help/api/webhooks) **Payload:**

```json
{
 "data": {
   "items": \[
     {
       "demo\_id": null,
       "description": "An introductory demo to meet Crunchy AI and explore its core value.",
       "duration\_secs": 123,
       "file\_url": "https://example.com/assets/meet\_crunchy\_ai.mp4",
       "id": "item\_1",
       "name": "Meet Crunchy AI",
       "number\_of\_views": 403,
       "position": 1,
       "screenshot\_uri": "https://example.com/screenshots/meet\_crunchy\_ai.png",
       "selected": true,
       "type": "video",
       "visited": true
     },
     {
       "demo\_id": null,
       "description": "A short intro deck overviewing Crunchy AI’s main features and benefits.",
       "duration\_secs": 144,
       "file\_url": "https://example.com/assets/intro\_deck.pdf",
       "id": "item\_2",
       "name": "Crunchy AI Intro Deck",
       "number\_of\_views": 121,
       "position": 2,
       "screenshot\_uri": "https://example.com/screenshots/intro\_deck.png",
       "selected": false,
       "type": "pdf",
       "visited": true
     },
     {
       "demo\_id": "demo\_id1",
       "description": "A demo showing how Crunchy AI unlocks smarter workflows and automation.",
       "duration\_secs": 160,
       "file\_url": "https://example.com/assets/smarter\_workflows.mp4",
       "id": "item\_3",
       "name": "Crack Open Smarter Workflows | Crunchy AI",
       "number\_of\_views": 90,
       "position": 3,
       "screenshot\_uri": "https://example.com/screenshots/smarter\_workflows.png",
       "selected": false,
       "type": "video",
       "visited": true
     },
     {
       "demo\_id": "demo\_id2",
       "description": "An overview of Crunchy AI’s integrations and how they connect across platforms.",
       "duration\_secs": 158,
       "file\_url": "https://example.com/assets/integrations.mp4",
       "id": "item\_4",
       "name": "Crunchy AI Integrations",
       "number\_of\_views": 54,
       "position": 4,
       "screenshot\_uri": "https://example.com/screenshots/integrations.png",
       "selected": false,
       "type": "video",
       "visited": true
     }
   \],
   "playlist": {
     "description": "This playlist walks through Crunchy AI’s introduction, core features, workflows, and integrations.",
     "id": "9dad64b8-ff58-4874-ae5d-020d356c514c",
     "name": "Crunchy AI Overview Playlist",
     "url": "https://app.teamwalnut.com/player/playlist?playlistId=9dad64b8-ff58-4874-ae5d-020d356c514c"
   },
   "session\_duration\_secs": 310,
   "session\_ended": "2024-10-07T15:31:30.606000Z",
   "session\_id": "80804ad4-6422-4f77-8667-7ae6aa05edad",
   "session\_started": "2024-10-07T15:26:20.606000Z",
   "user": {
     "domain": "treebase.io",
     "email": "shellvis.sil@treebase.io",
     "identification\_method": "email\_gate",
     "ip": "123.213.123.43",
     "type": "external",
     "user\_agent": "Mozilla/5.0 (Windows NT 10.0; Win64; x64) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/85.0.4183.121 Safari/537.36"
   }
 },
 "event": "playlist\_session\_finished",
 "is\_test": true,
 "timestamp": "2025-07-11T13:19:39.526213Z"
}
```

---

## **Key Resources & Next Steps**

For deeper implementation and advanced optimization:

-   [**Walnut Optimize**](https://help.walnut.io/hc/en-us/sections/43743461260435-Optimize): Explore guides and best practices for improving demo flow, structure, and performance.
-   [**Walnut Impact & ROI Playbook**](/help/resources/playbooks/roi-playbook): Turning Demo Engagement into Measurable Business Outcomes
-   [**Guide to Walnut Integrations & Analytics**](/help/demos/analyze/faqs/integrations-overview): Learn how to connect, sync, and activate your engagement data across your stack.
-   [**Track Demo Engagement and Performance with Built-In Walnut Insights**](https://help.walnut.io/hc/en-us/articles/32107248394643-Track-Demo-Engagement-and-Performance-with-Built-In-Walnut-Insights): Understand every click, view, and completion signal.
-   [**Walnut Salesforce Reports**](/help/integrations/salesforce/salesforce-reports): Visualize demo impact directly within Salesforce.

:::note

👉 For **recommended metrics by demo type** (guided, non-guided)—including completion, engagement, and attribution KPIs—explore the [**Walnut Impact & ROI Playbook**](/help/resources/playbooks/roi-playbook).

:::

---