Funnel Audit

Context

Use this when teams need a clear view of where conversion losses happen and what to fix first.

Procedure

1. Map funnel stages and baseline conversion by source/segment.
2. Identify largest absolute and relative drop-offs.
3. Gather qualitative evidence for root-cause hypotheses.
4. Prioritize fixes by expected revenue impact and effort.
5. Attach instrumentation plan for post-fix verification.

Output Format

# Funnel Audit Report

## Funnel Snapshot

| Stage | Conversion % | Volume | Drop-off % |
| ----- | ------------ | ------ | ---------- |
|       |              |        |            |

## Diagnosed Leaks

1. Leak:
   Root cause:
   Evidence:
   Estimated impact:

## Priority Fix Plan

| Fix | Expected Impact | Effort | Owner | Timeline |
| --- | --------------- | ------ | ----- | -------- |
|     |                 |        |       |          |

QA Rubric (scored)

• Quantification quality (0-5): leaks measured with reliable data.
• Diagnostic quality (0-5): root causes supported by evidence.
• Prioritization quality (0-5): effort/impact tradeoff is rational.
• Execution quality (0-5): plan has clear owners and timing.

Examples (good/bad)

• Good: “Signup-to-activation leak traced to onboarding step friction from session data and error logs.”
• Bad: “Low conversion probably due to weak messaging, no supporting data.”

Variants

• PLG funnel variant with activation depth metrics.
• Sales-assisted funnel variant with MQL-to-SQL conversion mapping.