The Marketing Funnel
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.
- Workouts
- 6
- Duration
- 35 min
- Free
- 1
The workouts in this module
- 1What 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.
5 minFree - 2Awareness: 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.
6 min - 3Consideration: 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.
6 min - 4Conversion: 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.
6 min - 5Loyalty: 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.
5 min - 6A 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.
7 min
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.
Module exam and certificate
After the lessons, take the module exam: 10 new questions in 20 minutes. Score 70% or more and you get a FunnelGym certificate with a public page. It is an independent certificate, not an official Google or Meta one.
Programs that include this module
- Digital Marketing SpecialistGet to know every digital marketing channel and build your first campaigns with your own hands.
- Performance Marketing SpecialistKnow what every ad dollar brings back: measurable growth on Google, Meta and TikTok.
- SEO & Content SpecialistMake your brand easy to find on Google and in AI answers.
- Social Media SpecialistBuild a community, not just a follower count: social media from content to crisis, from creators to ads.
Calculators
- Break-even ROAS calculatorGross margin, break-even ROAS and the real profit of a campaign.
- CAC, LTV and payback calculatorWhat a customer costs, what they are worth, and when you get the money back.
Roles that use this module
- SEO SpecialistHelps a website earn traffic from Google and AI answers by fixing technical issues, matching content to search intent and building authority.
- Social Media SpecialistPlans and publishes content on social platforms, grows the community and handles comments, creators and paid social.
- Affiliate Marketing ManagerBuilds and manages a network of partners, such as publishers, creators and comparison sites, who promote a brand for a commission.