Sales funnels are the lifeblood of any online business. They guide the customer journey from awareness to purchase. But sometimes, they underperform, leaving you wondering what went wrong. The answer lies in the numbers. Just like a doctor reads a patient's vital signs, you need to analyze your funnel metrics to diagnose the problem and find a cure. This is where Funnel Analytics comes into play.

What is Funnel Analytics?

Funnel Analytics is a process of analyzing the customer journey or path that prospects take to become customers. It helps identify areas of improvement by providing insights about customer behavior at each stage of the funnel. It involves tracking and analyzing data related to customer interactions and conversions at each step of the funnel.

The Importance of Funnel Analytics

The importance of Funnel Analytics cannot be overstated. It helps you understand the performance of your business and provides insights into potential issues before they balloon. Often, businesses fail to leverage the power of Funnel Analytics, leading to missed opportunities for growth and improvement.

Spotting Issues Early

Understanding your funnel metrics helps you identify problems before they get out of control. When you notice a drop in sales or traffic, it's time to dive into your funnel analytics. By doing so, you can pinpoint the problematic areas and take corrective action before the issues escalate.

Strengthening Your Sales Funnel

When you understand your funnel metrics, you can continuously improve and optimize your sales funnel. By analyzing and interpreting your funnel data, you can enhance the performance and bring in more clients with a smoother journey from awareness to purchase.

Informed Business Decisions

Tracking your funnel metrics leads to more informed marketing and content decisions. By understanding the types of interactions your potential clients appreciate and the strategies they don’t prefer, you can make better marketing decisions. This data-driven approach empowers you to make choices that are in line with your customer's preferences.

Analyzing Your Sales Funnel Like a Doctor

Just like a doctor diagnoses a patient's illness, you need to diagnose your funnel's performance. Here's how you can do it:

Step 1: P.O.D. Analysis

Start by defining the Purpose, Offer, and Details (P.O.D.) of each stage of your funnel. The purpose of a page is its reason for existence, the offer is the action you want the user to take at this stage, and the details are the behaviors you can measure to understand how well the page is performing its purpose.

Step 2: Checking User Expectations

Make sure your sales funnel matches what your users are expecting. Every page in your funnel should align with the user's expectations. If a user clicks on an ad for jeans and lands on a page selling sweaters, they are likely to bounce. Make sure your funnel stages align logically and meet user expectations.

Step 3: Monitoring User Behavior

You can learn a lot by observing how users behave throughout your sales funnel. Use Google Tag Manager to record key events and analyze user behavior. This will provide valuable insights into how users interact with your funnel and where they may be dropping off.

The Five Pillars of Measurement Marketing

To prevent sales funnel problems before they begin, you need to follow the five pillars of measurement marketing: Planning, Building, Reporting, Forecasting, and Optimizing.

Pillar 1: Planning

Planning is the first step in any successful marketing strategy. Determine what questions you need to answer and what information you need to answer those questions. This will guide what metrics you should measure.

Pillar 2: Building

Once you know what you need to measure, you can build out your reporting. Use Google Tag Manager to track user behavior and build a dashboard that quickly answers the questions you raised in the planning phase.

Pillar 3: Reporting

Once your reporting is set up, you can start sending traffic to your funnel and monitor what happens. Here, you need to ensure that all your data is coming in cleanly.

Pillar 4: Forecasting

The power of planning and building comes into play in the forecasting phase. Use your data to make predictions about future performance. This will help you measure against the forecast and adjust accordingly.

Pillar 5: Optimizing

Once you have a solid foundation of analytics, you can start optimizing your funnel. Use your forecasts to identify areas of your funnel that need improvement, and use your analytics to diagnose and fix any issues.


Funnel Analytics is not just about collecting data; it's about understanding that data and using it to improve your sales funnel. It's about diagnosing issues, finding the cure, and preventing future issues from arising. Remember, in the world of Funnel Analytics, numbers don't lie. They offer valuable insights that can help you optimize your sales funnel, improve customer experience, and ultimately, boost your bottom line.