🔍 Analysis tools

Funnel analysis

Find the stage where customers drop off.

List every step a customer takes — see, click, sign up, pay, return — and measure how many make it to the next step.

The biggest drop is usually the biggest opportunity.

How to break it down

Funnel

Awareness

Visit

Sign-up

Purchase

Repeat

🧮 Example

100k ad views → 5k visits → 1k sign-ups → 50 purchases. The sign-up → purchase step (5%) is the leak.

🎯 Interview tip

Ask for the funnel data before proposing marketing spend — fixing the leak is cheaper.

Used in

Learn next

Conversion rate

The share of people who take the next step.

Customer acquisition cost (CAC)

How much you spend to win one new customer.

Driver tree

A maths version of an issue tree.

The Case Flex weekly

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