Selected theme: Customer Funnel Analysis Tools and Techniques. Welcome to a practical, story-driven deep dive into mapping, measuring, and improving every stage of your customer journey—with real tools, proven techniques, and action you can take today. Subscribe for hands-on insights and fresh playbooks.
Mapping the Funnel: From First Touch to Loyal Advocate
Define Stages That Reflect Reality
Move beyond generic labels like Awareness and Conversion. Translate each stage into explicit, trackable events such as first session, product-qualified action, or trial-to-paid. Share your stage definitions with the team and ask for feedback in the comments.
Align Metrics With Decisions, Not Vanity
Tie each stage to a decision-critical metric: click-through for Awareness, free-to-paid for Conversion, second-month retention for Loyalty. Avoid averages without segmentation. Tell us which one metric changed your roadmap this quarter.
A Short Story: The Startup That Misnamed ‘Activation’
A fintech startup called any signup an activation. Their conversion looked fine—until churn spiked. They redefined activation as completing a first transfer. Everything clicked. Share your own ‘renaming’ wins to help others learn faster.
Data Foundations: Tracking Plans That Don’t Break
Document events, properties, and naming conventions before shipping tags. Version-control the plan, review it quarterly, and annotate retired events. Post a comment if you want our template for events, properties, and schemas.
Tools Deep Dive: Product and Marketing Analytics
Both shine at event-based funnels, cohorts, and retention. Mixpanel often feels nimble for ad hoc slicing; Amplitude offers strong Journey flows. Share your favorite breakdowns—industry, device, or feature—to inspire smarter comparisons.
Tools Deep Dive: Product and Marketing Analytics
GA4’s event model reduces friction but depends on clean tagging. Server-side tracking stabilizes attribution and reduces ad blockers’ impact. Comment if you’ve migrated to server-side and saw improvements in channel accuracy.
Techniques That Reveal Leaks: Cohorts, Paths, and Tests
01
Cohort Analysis for Honest Comparisons
Group by signup month, acquisition channel, or feature exposure to see real behavior differences. Beware blended averages. Tell us which cohort split exposed your biggest win—or a sobering truth you needed to see.
02
Path and Flow Analysis for Discovery
Visualize user paths to uncover unexpected loops, empty states, or friction. The best insights often come from what users actually do, not what we assumed. Post your most surprising path finding to help others investigate.
03
A/B Testing Without the Cargo Cult
Test hypotheses tied to funnel stages, power your tests adequately, and verify lift durability. When experiments fail, extract learnings into your backlog. What’s your most useful ‘failed’ test? Share the lesson with our community.
Attribution and Channels: Seeing the Full Picture
Use position-based or data-driven models to capture early influence and late conversion assists. Validate with holdout tests when possible. Comment on how you reconcile conflicting models when stakeholders push their favorites.
Attribution and Channels: Seeing the Full Picture
Enforce a naming dictionary, auto-generate UTMs, and block ‘other’ or ‘undefined’ buckets. One growth team cut misattributed spend by 18% after a simple governance fix. Want our UTM dictionary? Ask below.
Define a Real Activation Event
Choose a behavior that predicts retention, like creating a project, connecting a data source, or inviting a teammate. Measure time-to-activation, not only rate. Share your activation metric and why it matters to your product.
Onboarding Experiments That Compound
Test progressive disclosures, checklists, and contextual tips. One app doubled activation by preloading demo data, removing a blank-screen barrier. Have you tried guided templates? Tell us the results and what you’d tweak next.
Lifecycle Messaging With Purpose
Trigger emails, in-app nudges, and SMS from behaviors, not just time. Celebrate first wins and unblock common stalls. Drop a comment if a single lifecycle message produced outsized activation gains for your team.
Forecasting, Benchmarks, and Executive Dashboards
Metrics That Predict Outcomes
Model LTV:CAC, payback period, and retention curves by cohort. Tie funnel improvements to revenue deltas, not just percentages. Ask us for a simple spreadsheet to translate funnel changes into revenue projections.
Benchmarks With Context, Not Pressure
Use industry ranges as guardrails, then segment by price point, buyer, and sales motion. Share which benchmark surprised you most and how it reshaped your targets for the next quarter.
Dashboards Leaders Actually Read
Build one-page views with stage conversion, time-to-value, and top drop-offs. Add narrative commentary and next actions. Post a screenshot description of your exec dashboard layout to inspire smarter reporting across teams.
