How to get funnel analysis right
Most teams know this matters. Fewer have decided who owns it. The short answer to funnel analysis is that it is mostly a sequence of small decisions, not one big one.
More dashboards rarely produce more decisions. Budget a little time for it every quarter and it never becomes a project of its own.
Why this earns attention
The biggest drop-off is the best place to work. The cost of getting this wrong is rarely visible on the day it happens. The failure mode is not doing it wrong, it is doing it once and assuming it stays done.
The steps
- Establish what you have today before changing anything
- Segment by device before drawing conclusions
- A leaky funnel wastes every pound of ad spend
- Write down the decision so the next person does not re-litigate it
A leaky funnel wastes every pound of ad spend. In practice this is a scheduling problem more than a technical one. Budget a little time for it every quarter and it never becomes a project of its own.
Making it stick
How to tell if yours is fine
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
- Segment by device before drawing conclusions — and you know whether that is true here
- There is a way to tell whether the last change to this helped
If you want a second opinion on how yours is set up, ask.