Account hierarchy overview

Account hierarchy in FunnelStory links customer organizations into parent–child trees using your own stable account_id values. Alongside products on each account, this lets you model enterprises with subsidiaries, holding companies, regional rollups, and multi-product relationships in one workspace.

This section explains how hierarchy is represented, how it affects revenue rollups, product-level funnels, and product-level predictions, and what you need in your data models.

What hierarchy is

• Each account row still has a unique account_id (the model key).
• Optional parent_account_id points to another row’s account_id in the same Account model. FunnelStory resolves that into an internal parent link when the parent exists.
• You can model multiple levels (for example, global parent → region → sold-to account). See Setting up hierarchy for rules and edge cases.

Hierarchy is data-driven: you express it in your Account model query and mappings, then refresh the model. Step-by-step mapping and examples live in Configuring the account model and Advanced configuration: parent–child.

How products fit in

Products are a separate optional Products model. Accounts carry a products list (JSON array of product_id values) that must align with that catalog. Product-level funnels and predictions use those ids to scope behavior per product while hierarchy scopes which accounts roll up to which parent.

See also: Accounts model.

Why it matters in the product

Area	Role of hierarchy / products
Revenue & renewal	Parent accounts can show rolled-up revenue and renewal timing from direct child accounts (aggregate_amount, earliest_child_expiry). Details: Parent account rollups.
Journeys	Product-level funnels define stages per product; filters evaluate in the context of each account (and its data). See Product-level funnels.
Predictions	When your workspace uses multi-product and hierarchy features, FunnelStory can maintain per-product prediction scores for non-container accounts and roll container parents separately. See Product-level predictions.
Metrics	Account metrics can be product-scoped; hierarchy changes which accounts appear under a parent in the UI.

Workspace capability and UI

The full multi-product and account hierarchy experience in the app (for example hierarchy panels on account revenue views and related layouts) is enabled per workspace. If you do not see hierarchy or per-product controls, confirm with your FunnelStory admin that this capability is enabled for your workspace.

Where to go next

1. Setting up hierarchy — parent_account_id, is_container, validation.
2. Product-level funnels — stages, activation, refresh.
3. Product-level predictions — scores and data dependencies.
4. Parent account rollups — aggregate_amount and earliest_child_expiry.