A practical checklist for funnel analysis

The gap between knowing this and actually doing it is where most teams lose ground. Run through this the next time funnel analysis comes up.

More dashboards rarely produce more decisions. It is worth deciding this deliberately rather than inheriting whatever the last person set up.

The checklist

• The biggest drop-off is the best place to work
• Segment by device before drawing conclusions
• A leaky funnel wastes every pound of ad spend
• Someone is named as the owner
• There is a date to review it again

What it costs to ignore

The biggest drop-off is the best place to work. There is a version of this that is over-engineered, and it is worth avoiding. The version that survives contact with a real deadline is the simple one.

In practice

Data you do not trust is worse than no data, because it gets quoted anyway. Three things worth confirming about funnel analysis before you move on:

• Someone can say what the current setup is without going to look
• A leaky funnel wastes every pound of ad spend — and you know whether that is true here
• There is a way to tell whether the last change to this helped

Worth checking on your own setup before it becomes someone else's problem to fix.