Signs it is time to revisit funnel analysis

This is one of those topics that looks small until it costs you something. A few signals that funnel analysis is due some attention.

More dashboards rarely produce more decisions. If two people in the business would answer this differently, that gap is the actual problem.

The signals

• Nobody can say when it was last reviewed
• The answer depends on who you ask
• The biggest drop-off is the best place to work
• Segment by device before drawing conclusions

What good looks like

A leaky funnel wastes every pound of ad spend. It is worth being explicit about, because assumptions differ quietly. The version that survives contact with a real deadline is the simple one.

The short version

Measurement is only useful when someone has agreed in advance what they would do differently. 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

Most of the value here comes from doing the first two things, not all of them.