Market Funnel — Full Journey Diagnosis
Model the full funnel, identify where prospects drop off, and hand back an analytics spec the client's engineer can implement directly.
The 6 Funnel Stages
| Stage |
Goal |
Key metric |
| 1. Awareness |
Get in front of the right audience |
Impressions, reach, branded search |
| 2. Acquisition |
Earn the click |
CTR, referral traffic, CAC |
| 3. Activation |
First value moment |
Signup rate, first-action rate |
| 4. Revenue |
First purchase or trial conversion |
Trial→paid, ARPU |
| 5. Retention |
Continued use |
DAU/MAU, churn, repeat rate |
| 6. Referral |
Organic growth |
NPS, referral rate, virality coefficient |
Pirate metrics (AARRR) plus Awareness, adapted for 2025 realities.
Workflow
- Map the existing funnel based on what's visible: the home page, the pricing page, the signup flow, the app/experience.
- Score each stage 0–10 using the rubrics below.
- Name the leak — the stage with the steepest drop-off relative to benchmark.
- Propose fixes per stage with expected impact.
- Write the GA4 event spec — every event name, params, when it fires.
Stage Rubrics
1. Awareness (0–10)
- Channels in use (organic, paid, social, referral, partnerships)
- Branded vs non-branded traffic mix
- Share of voice vs competitors (ballpark from search data)
- Content cadence
2. Acquisition (0–10)
- Landing page → form view rate
- Page load speed
- Hero-to-CTA distance
- Ad / organic message match
3. Activation (0–10)
- Signup friction (fields, steps, time)
- First value moment — is there a "wow" before the user has to commit?
- Empty state quality
- Onboarding sequence present?
4. Revenue (0–10)
- Trial length and gating
- Pricing page clarity
- Checkout friction
- Payment options
- Refund/cancel policy transparency
5. Retention (0–10)
- Product usage signal (if visible)
- Lifecycle emails
- Re-engagement paths
- Churn recovery
6. Referral (0–10)
- Explicit referral program
- Shareable moments built in
- Testimonial capture
- UGC encouragement
Benchmarks (use these, state they're rough)
| Stage |
SaaS |
E-com |
Agency |
| Visitor → signup |
2–5% |
— |
— |
| Visitor → purchase |
— |
1.5–3.5% |
— |
| Visitor → booked call |
— |
— |
2–5% |
| Trial → paid |
15–25% |
— |
— |
| Cart → checkout |
— |
40–70% |
— |
| Checkout → purchase |
— |
65–85% |
— |
| Month 1 retention |
70%+ |
15–25% (repeat) |
— |
GA4 Event Spec (deliverable)
Produce a table the client's engineer can implement in one sitting:
| Event name |
When it fires |
Params |
Stage |
page_view |
Every page load |
page_location, page_title, page_referrer |
Awareness |
scroll_50 |
Scroll depth 50% |
page_location |
Awareness |
cta_click |
Any primary CTA click |
cta_text, cta_location, destination |
Acquisition |
sign_up |
Account creation success |
method, plan |
Activation |
onboarding_step |
Each onboarding step |
step_number, step_name |
Activation |
first_value |
Key activation moment (client-specific) |
feature |
Activation |
begin_checkout |
Checkout loaded |
value, currency, items |
Revenue |
purchase |
Payment success |
transaction_id, value, currency, items |
Revenue |
subscription_started |
First recurring charge |
plan, value, billing_period |
Revenue |
feature_used |
Core feature event (client-specific) |
feature, count |
Retention |
churn_risk |
Inactivity 14d+ |
last_active |
Retention |
referral_sent |
Share action |
channel |
Referral |
Adjust events to the specific product. Always include the stage mapping so the client can build funnel reports in GA4 directly.
Output: FUNNEL-ANALYSIS.md
# Funnel Analysis — [Brand]
**URL:** [url] | **Date:** [YYYY-MM-DD]
## Funnel Score: [X]/100
[1-paragraph diagnosis: where the funnel leaks worst and why.]
## Stage Scores
| Stage | Score | Status | Top Issue |
|---|---|---|---|
## Stage-by-Stage Analysis
### 1. Awareness — X/10
[Findings, evidence, fixes]
... repeat for all 6 stages ...
## The Leak
[Name the #1 drop-off point. Estimate its cost. Explain why.]
## Fixes by Stage
### Quick wins (this week)
### High-leverage (this month)
### Strategic (this quarter)
## GA4 Event Spec
[Full table as above]
## Reporting
[3 GA4 exploration reports the client should build: funnel exploration, path exploration, retention.]
Quality Bar
- Be honest about what you can and can't see. The homepage shows you stages 1–3 clearly; 4–6 require the client's analytics data. If you can't see it, flag it.
- The GA4 spec is the most actionable part — it should be copy-paste-ready for a developer.
- Don't invent conversion rates. If you don't know actual CR, say "assume 3% baseline" and compute impact from there.
1---2name: market-funnel3description: End-to-end funnel analysis from awareness to retention with leak diagnosis and a GA4 event spec. Invoke whenever the user says "funnel", "where are we leaking", "conversion drop", "activation rate", or runs `/market funnel <url>`. Produces FUNNEL-ANALYSIS.md with stage-by-stage scores and an implementable analytics event map.4---56# Market Funnel — Full Journey Diagnosis78Model the full funnel, identify where prospects drop off, and hand back an analytics spec the client's engineer can implement directly.910## The 6 Funnel Stages1112| Stage | Goal | Key metric |13|---|---|---|14| **1. Awareness** | Get in front of the right audience | Impressions, reach, branded search |15| **2. Acquisition** | Earn the click | CTR, referral traffic, CAC |16| **3. Activation** | First value moment | Signup rate, first-action rate |17| **4. Revenue** | First purchase or trial conversion | Trial→paid, ARPU |18| **5. Retention** | Continued use | DAU/MAU, churn, repeat rate |19| **6. Referral** | Organic growth | NPS, referral rate, virality coefficient |2021Pirate metrics (AARRR) plus Awareness, adapted for 2025 realities.2223## Workflow24251. **Map the existing funnel** based on what's visible: the home page, the pricing page, the signup flow, the app/experience.262. **Score each stage 0–10** using the rubrics below.273. **Name the leak** — the stage with the steepest drop-off relative to benchmark.284. **Propose fixes** per stage with expected impact.295. **Write the GA4 event spec** — every event name, params, when it fires.3031## Stage Rubrics3233### 1. Awareness (0–10)34- Channels in use (organic, paid, social, referral, partnerships)35- Branded vs non-branded traffic mix36- Share of voice vs competitors (ballpark from search data)37- Content cadence3839### 2. Acquisition (0–10)40- Landing page → form view rate41- Page load speed42- Hero-to-CTA distance43- Ad / organic message match4445### 3. Activation (0–10)46- Signup friction (fields, steps, time)47- First value moment — is there a "wow" before the user has to commit?48- Empty state quality49- Onboarding sequence present?5051### 4. Revenue (0–10)52- Trial length and gating53- Pricing page clarity54- Checkout friction55- Payment options56- Refund/cancel policy transparency5758### 5. Retention (0–10)59- Product usage signal (if visible)60- Lifecycle emails61- Re-engagement paths62- Churn recovery6364### 6. Referral (0–10)65- Explicit referral program66- Shareable moments built in67- Testimonial capture68- UGC encouragement6970## Benchmarks (use these, state they're rough)7172| Stage | SaaS | E-com | Agency |73|---|---|---|---|74| Visitor → signup | 2–5% | — | — |75| Visitor → purchase | — | 1.5–3.5% | — |76| Visitor → booked call | — | — | 2–5% |77| Trial → paid | 15–25% | — | — |78| Cart → checkout | — | 40–70% | — |79| Checkout → purchase | — | 65–85% | — |80| Month 1 retention | 70%+ | 15–25% (repeat) | — |8182## GA4 Event Spec (deliverable)8384Produce a table the client's engineer can implement in one sitting:8586| Event name | When it fires | Params | Stage |87|---|---|---|---|88| `page_view` | Every page load | `page_location`, `page_title`, `page_referrer` | Awareness |89| `scroll_50` | Scroll depth 50% | `page_location` | Awareness |90| `cta_click` | Any primary CTA click | `cta_text`, `cta_location`, `destination` | Acquisition |91| `sign_up` | Account creation success | `method`, `plan` | Activation |92| `onboarding_step` | Each onboarding step | `step_number`, `step_name` | Activation |93| `first_value` | Key activation moment (client-specific) | `feature` | Activation |94| `begin_checkout` | Checkout loaded | `value`, `currency`, `items` | Revenue |95| `purchase` | Payment success | `transaction_id`, `value`, `currency`, `items` | Revenue |96| `subscription_started` | First recurring charge | `plan`, `value`, `billing_period` | Revenue |97| `feature_used` | Core feature event (client-specific) | `feature`, `count` | Retention |98| `churn_risk` | Inactivity 14d+ | `last_active` | Retention |99| `referral_sent` | Share action | `channel` | Referral |100101Adjust events to the specific product. Always include the stage mapping so the client can build funnel reports in GA4 directly.102103## Output: FUNNEL-ANALYSIS.md104105```markdown106# Funnel Analysis — [Brand]107**URL:** [url] | **Date:** [YYYY-MM-DD]108109## Funnel Score: [X]/100110111[1-paragraph diagnosis: where the funnel leaks worst and why.]112113## Stage Scores114| Stage | Score | Status | Top Issue |115|---|---|---|---|116117## Stage-by-Stage Analysis118### 1. Awareness — X/10119[Findings, evidence, fixes]120121... repeat for all 6 stages ...122123## The Leak124[Name the #1 drop-off point. Estimate its cost. Explain why.]125126## Fixes by Stage127### Quick wins (this week)128### High-leverage (this month)129### Strategic (this quarter)130131## GA4 Event Spec132[Full table as above]133134## Reporting135[3 GA4 exploration reports the client should build: funnel exploration, path exploration, retention.]136```137138## Quality Bar139140- Be honest about what you can and can't see. The homepage shows you stages 1–3 clearly; 4–6 require the client's analytics data. If you can't see it, flag it.141- The GA4 spec is the most actionable part — it should be copy-paste-ready for a developer.142- Don't invent conversion rates. If you don't know actual CR, say "assume 3% baseline" and compute impact from there.
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