Funnel analytics
Every step from impression to renewal instrumented, with drop-off quantified.
- Engagement
- Fixed-scope build
- Typical timeline
- 4–6 weeks
- Starts with
- A whiteboard session with one person from marketing and one from sales.
The website reports a healthy conversion rate while the sales team reports a drought. Each is telling the truth about its own stretch of the journey, and no report covers the join between them.
The exact stage that is costing you the most money.
What we build
Concrete artefacts, handed over and documented.
One funnel definition running from first visit to signed customer, including the steps that happen in an inbox or on a call
Instrumentation for the offline stages, proposal sent, call held, contract issued, so the middle stops being a black box
Time between steps measured, because slow is a different disease from lost and needs a different treatment
Drop-off priced in money, so the worst step is ranked by what it costs rather than by percentage
Segment views, because the funnel behaves differently for paid traffic than for referrals and the report should admit it
What changes
The biggest leak is identified in revenue terms and agreed by both teams
Marketing and sales argue over one funnel instead of two
Speed problems get separated from conversion problems and fixed differently
How it runs
01Define the steps
One session, both teams, one whiteboard, until there is a single agreed list of stages.
02Instrument
Events on the digital steps, states on the human ones, joined into a single record per opportunity.
03Read it together
We walk marketing and sales through the same chart in one room, which is generally where the disagreement finally dies.
Chosen per project. Named here so you can see the shape of it.
- GA4
- PostHog
- HubSpot
- BigQuery
Questions we get asked
Tell us the outcome, not the tooling.
Send us the situation you are in. We will tell you which discipline it belongs to, what we would do first and what it costs, including when the answer is to wait.