FunnelGym

The Marketing Funnel

6 workouts · 35 minutes · in 8 programs

The journey that turns a stranger into a customer, and a customer into a loyal fan, plus the metrics that measure each stage.

Most marketing arguments at work are really funnel arguments. One person wants a bigger budget, another wants a new landing page, a third blames the product, and nobody can point to the stage where people actually drop out. This module gives you the map and the arithmetic to settle that: four stages, one metric for each, and the habit of reading a campaign from the first impression to the second purchase before you spend anything.

The workouts in this module

  1. 01 / 5 min · Free

    What is a marketing funnel?

    By the end of this workout, you'll know the 4 stages of the marketing funnel and be able to look at real numbers and spot the stage where customers are getting lost.

  2. 02 / 6 min

    Awareness: meeting someone who has never heard of you

    By the end of this workout, you'll be able to set up an awareness campaign for the right audience and judge it by reach, frequency, and CPM instead of sales.

  3. 03 / 6 min

    Consideration: the "why you?" question

    By the end of this workout, you'll be able to build a message that answers “why you?” with concrete proof, and bring undecided visitors back with retargeting.

  4. 04 / 6 min

    Conversion: from click to sale

    By the end of this workout, you'll be able to calculate conversion rate, find the friction between the click and the sale, and pick the right conversion goal for an ad platform.

  5. 05 / 5 min

    Loyalty: the hidden bottom of the funnel

    By the end of this workout, you'll be able to calculate a customer's lifetime value (LTV) and plan the steps that bring customers back after their first purchase.

  6. 06 / 7 min

    A metric for every stage: CPM, CTR, CVR, CPA, ROAS

    By the end of this workout, you'll be able to calculate CPM, CTR, CVR, CPA, and ROAS, and read from the numbers which stage of a campaign is getting weaker.

The project: Map a brand's funnel

Using the ad and sales data of a fictional brand, map every stage of its funnel, pick one metric for each stage and find the stage where the most customers drop off.

What you hand in: A one-page funnel map: stages, metrics, the weakest stage and two improvement ideas.

How the project is judged

Accuracy
The rates and metrics are calculated correctly from the given numbers.
Diagnosis
The weakest stage is the right one and the reasoning is shown.
Ideas
Both ideas are specific, tied to a stage and realistic for the brand's budget.
Clarity
An employer can read the page in two minutes and follow the logic.

Programs that include this module

All programs

See plansTry the free first workout