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Identifying gaps in your funnel

~10 minutes · Intermediate

A systematic process for turning a FunnelFizz dashboard into a prioritized fix-list.

Who this is for​

  • You have a funnel live with ~1 week of data.
  • You're staring at the canvas and thinking "OK now what?"

The read-the-numbers process (outline)​

1. Start with absolute numbers, not rates​

  • Rates hide volume issues. "50% conversion" on 4 visitors is noise.
  • Look for stages with fewer than ~100 users — too small to trust the rate.

2. Identify the biggest drop​

  • Look at the three conversion bubbles. Which is the smallest rate?
  • That's your worst bottleneck in percentage terms.

3. Identify the biggest absolute loss​

  • Multiply each stage count by (1 - conversion rate from prior stage).
  • That's the number of users you lost at that step.
  • Fixing the biggest absolute loss has the biggest revenue impact, even if the percentage looks "fine."

4. Split to isolate​

  • Split by channel to see if one source is dragging the average down.
  • Split by device: mobile vs desktop conversion often differs 2-3x.
  • Split by country: US traffic usually converts better than spray-and-pray global traffic.

5. Common patterns and what to look at​

DropWhere to look in the dashboardFirst questions to ask
AWARENESS → CONSIDERATION conversion < 1%Stage card → Sources breakdown (which provider). Split AWARENESS by traffic_source.Are the impressions on-audience? Is the post CTA actually a click target?
CONSIDERATION → TRIAL conversion < 5%CONSIDERATION stage → Top referrers + Top UTMs. Pageview-vs-signup_click ratio in Users.Does the landing page match the ad? Is the signup form too long?
TRIAL → CUSTOMER conversion < 30%TRIAL stage → Stripe products breakdown. Reports' Findings for Trial stage.Are users hitting the activation moment? Time-to-first-value too long?
CUSTOMER bucket = Churned risingCUSTOMER stage → Trichotomy card (Retained / Upgraded / Churned).Are churns concentrated on one product/tier? On a single signup cohort?

Generate a Report on the same funnel to get a structured read of which drop matters most this week — the report's score and findings are tagged by stage so you can jump straight to the worst leak.

Full write-up with real examples coming soon.

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