Funnel

In one line

A funnel is the step-by-step conversion path — impression → click → install → signup → purchase — where the audience narrows at each stage, like the shape of a funnel.

Why it matters

If you want to raise conversion but don't know where to start, map the funnel. The pass-through rate between each stage shows exactly where the biggest leak is.

A common trap

The lowest pass-through stage isn't always the top priority. Weigh room for improvement × traffic volume — a stage that's already seen by a lot of users can move more total conversions with a small improvement than a low-traffic stage with a low rate.

Go deeper

How to prioritize funnel stages is covered in Funnel Drop-off Analysis.