Funnel Analysis

Beginner 📣 Marketing / Advertising

Definition

Tracking user progression through stages of your conversion process—a visualization of where people ghost you.

Example Usage

Our funnel analysis revealed we're losing 60% of users at the pricing page, so apparently our prices suck.

Origin

Marketing and conversion tracking, established 1990s-2000s

Fun Fact

The average e-commerce checkout funnel loses 70% of users before purchase—it's truly an industry-wide disaster.

Source: Analytics standards

Related Terms

Intermediate

lookalike

In digital advertising, an audience segment created by finding people who resemble your existing customers like some kind of algorithmic clone army. It's Facebook's way of saying "we found more people just as gullible as your current buyers." Marketers love these because stalking one customer base apparently wasn't enough.

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media

The plural of medium; the collection of channels and platforms through which brands scream into the void hoping someone—anyone—is listening. Includes TV, radio, digital, and that one influencer your nephew follows.

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budder

The budget remaining after a campaign that mysteriously needs to be spent before fiscal year-end, often on questionable initiatives. Use it or lose it money that spawns terrible ideas.

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shelf talker

Small promotional signs attached to retail shelves at product level, literally talking to shoppers at the point of decision. The impulse-buy whisperer of retail marketing.

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CPM

Cost Per Mille, meaning cost per thousand impressions, because apparently saying per thousand wasn't pretentious enough so they used Latin. You pay for a thousand eyeballs to theoretically see your ad while actually staring at their phone during a meeting.

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Intermediate

angel dusting

Adding just enough of a trendy ingredient or feature to claim it in marketing materials, despite it having zero meaningful impact. The corporate equivalent of sprinkling glitter on a turd.

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