Data And Funnel Analytics

Data & Funnel Analytics

Workspace Context

Read bootstrap context before asking questions: strategy/brand.md for brand, audience, offer, channels, tools, constraints, and metrics; about/me.md for personal voice; content/ideas.md and content/calendar.md for content planning. Use legacy product-marketing context files only as fallback. Save generated drafts to content/<platform>/drafts/YYYY-MM-DD_short-topic-slug.md, and route durable learnings back to strategy/brand.md, about/me.md, or content/ideas.md.

Operating Contract

This skill is self-contained for its frontmatter scope: use its local instructions, references, scripts, and assets as the playbook; ask only for missing task-specific inputs; hand off to adjacent skills instead of expanding scope; and return an actionable artifact, decision, plan, draft, or diagnostic.

End-to-end analytics: set up tracking, interpret data, analyze funnels, measure product engagement, validate conversion paths, and calculate ROI.

Principle: Track for decisions, not data — every event should inform an action.

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Analytics Tracking

Event Naming Convention

Format: object_action in lowercase snake_case.

signup_completed | cta_hero_clicked | checkout_started | onboarding_step_completed

Rules: Specific over vague (cta_hero_clicked not button_clicked), past tense for completed actions, context in properties not event name.

Tracking Plan

Standard Properties

• User context: user_id, user_type (free/paid/admin), plan_type
• Attribution: source, medium, campaign, content, term (UTM params)
• Page: page_title, page_location, content_group
• PII hygiene: Never send email, name, or phone as event properties. Use hashed user IDs only.

GA4 Implementation

// gtag.js custom event
gtag('event', 'signup_completed', {
  'method': 'email',
  'plan': 'free',
  'user_id': userId
});

// GTM dataLayer
dataLayer.push({
  'event': 'signup_completed',
  'method': 'email',
  'plan': 'free'
});

Enhanced Measurement (enable in GA4): page_view, scroll, outbound_click, site_search, video_engagement, file_download.

Conversions: Admin → Events → Toggle "Mark as conversion." Counting: once per session (form submit) or every time (purchase).

UTM Parameters

Convention: utm_source={channel}&utm_medium={cpc|email|organic|social}&utm_campaign={id}&utm_content={variant}&utm_term={keyword}

• Apply to ALL paid and email links
• Never use on internal links (breaks session attribution)
• Lowercase, hyphens not spaces
• Document in a UTM tracking sheet

Privacy & Compliance

• GDPR/CCPA: Implement consent management, block GA4 until consent granted
• GA4 data retention: 14 months max (Admin → Data Settings)
• IP anonymization enabled

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Analytics Interpretation

GA4 Benchmarks

Google Search Console Benchmarks

Traffic Quality Matrix

                    High Engagement
                          │
           ┌──────────────┼──────────────┐
           │  HIDDEN GEM  │   STAR       │
           │  Low traffic  │   High traffic│
           │  → Promote   │   → Maintain  │
Low ───────┼──────────────┼──────────────┼─── High
Traffic    │  UNDERPERFORM│   LEAKY      │   Traffic
           │  Low traffic  │   High traffic│
           │  → Rework    │   → Optimize  │
           └──────────────┼──────────────┘
                          │
                    Low Engagement

Anomaly Detection

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Product Analytics

North Star Metric

The ONE metric that represents customer value:

Criteria: Represents customer value, correlates with revenue, measurable frequently, rallies the team.

Key Metrics by Stage

Retention Benchmarks

Good = flattening curve. Bad = steep drop-off.

Dashboard Design

• Executive: North Star Metric (big number), revenue (MRR/ARR), key trends
• Product: Active users, feature usage, retention cohorts, funnels
• Marketing: Traffic sources, conversion rates, CPA, ROI by channel

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Funnel Analysis

Core Workflow

1. Load and merge user journey data 2. Define funnel steps and calculate step-by-step conversion rates 3. Segment by user attributes (device, cohort, plan) 4. Visualize bottlenecks 5. Generate optimization recommendations

Common Funnel Types

Analysis Patterns

• Bottleneck identification — Steps with highest drop-off rates
• Segment comparison — Conversion across user groups
• Temporal analysis — Conversion over time
• A/B testing — Compare funnel variations

See examples/ for Python implementations with Plotly visualizations.

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Funnel Validation (DotCom Secrets)

Score existing funnels against Russell Brunson's framework: Hook → Story → Offer.

Scoring Dimensions

Rating Scale

Traffic Temperature

For complete scoring criteria and examples, see references/full-guide.md.

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ROI Analysis

Core Metrics

ROI: (Net Profit / Total Investment) × 100%

• ✅ INVEST: ROI > 100% (realistic case)
• ⚠️ REVIEW: ROI 50–100%
• ❌ REJECT: ROI < 50%

Break-Even: Investment / Monthly Net Profit

• ✅ INVEST: Break-even < 50% of realistic target
• ❌ REJECT: Break-even > 70%

Payback Period: Investment / Monthly Net Profit

• ✅ INVEST: < 12 months
• ⚠️ REVIEW: 12–24 months
• ❌ REJECT: > 24 months

3-Scenario Analysis

Always model Best / Realistic / Worst:

Decision rule: If worst-case ROI ≥ 0%, investment is low-risk.

Executive Summary Template

[Investment] achieves [ROI%] ROI at [conversion/growth rate].
Break-even occurs at [threshold], with payback in [months].
Investment is [recommended/not recommended] because [reason].

For detailed formulas (NPV, LTV, CAC, sensitivity analysis), see references/roi-reference.md.

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Validation & QA

Before Launch

• [ ] Events fire in GA4 DebugView
• [ ] Properties have expected values
• [ ] No duplicate events
• [ ] Conversions marked correctly
• [ ] UTM parameters captured on landing

Ongoing

• Weekly: Check for sudden drops in key events (>20% change = investigate)
• Monthly: Audit for new pages/features without tracking
• Quarterly: Full tracking plan review — remove stale events, add missing ones

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Tools

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Related Skills

• ab-test-setup — A/B test measurement and setup
• seo-and-aeo-strategy — Measuring SEO/AEO performance
• conversion-rate-optimization — Optimizing conversion after funnel analysis
• executive-dashboard-generator — Building dashboards from analytics data

Funnel Validator - Full Guide

Execution Workflow

Step 1: Gather the Funnel

Ask the user:

Show me your funnel. I need to see:

>

1. What's the funnel URL or can you describe each step?

2. What's the entry point? (Ad, email, content, etc.)

3. What are you selling? (Free offer, low-ticket, high-ticket?)

4. What's the desired action? (Opt-in, purchase, call booking?)

5. Where is traffic coming from? (Paid ads, organic, email list?)

6. What's your current conversion rate? (If known)

Funnel Types (Reference):

• Lead Funnel: Free offer → Opt-in → Thank you + Upsell
• Tripwire Funnel: Low-ticket offer ($7-47) → Order form → OTO
• Webinar Funnel: Registration → Webinar → Application/Sale
• Application Funnel: Free content → Application → Call → Sale
• Challenge Funnel: Free challenge → Daily content → Pitch

Step 2: Score Hook Strength (0-10, Weight: 2x)

Evaluate the first 3 seconds of the funnel experience:

• Does the headline stop the scroll?
• Is there a pattern interrupt (unexpected element)?
• Is the hook specific to the target audience?
• Does it create curiosity or urgency?
• Is the promise immediately clear?

Scoring Criteria:

Red Flags:

• Generic headlines ("Welcome to our page")
• No headline above the fold
• Hook doesn't match the traffic source
• No curiosity or urgency element
• Wall of text before the hook

Hook Formula:

[End Result] + [Time Period] + [Address Objection]
"How to [Result] in [Time] Without [Objection]"

Step 3: Score Story Connection (0-10, Weight: 1.5x)

Evaluate the emotional journey:

• Is there an origin story or epiphany bridge?
• Does the story create relatability ("I was like you")?
• Is there conflict and transformation?
• Does it build belief that the solution works?
• Is the story relevant to the audience's pain?

Scoring Criteria:

Red Flags:

• No story at all
• Story about the company, not the customer
• Story too long (loses attention)
• Story doesn't connect to the offer
• No transformation shown

Epiphany Bridge Framework:

1. Backstory (where you were)
2. Wall (the problem you hit)
3. Epiphany (the breakthrough discovery)
4. Plan (what you did about it)
5. Success (the result you achieved)
6. Transformation (who you became)

Step 4: Score Offer Clarity (0-10, Weight: 2x)

Evaluate the offer presentation:

• Is the offer immediately clear?
• Is the value proposition compelling?
• Are the deliverables specific?
• Is there a stack (multiple components)?
• Is the price positioned correctly?

Scoring Criteria:

Red Flags:

• Offer buried below the fold
• Confusing pricing or options
• No value stack
• Features without benefits
• Multiple CTAs competing

Offer Clarity Test: Can someone explain what they get in one sentence?

Step 5: Score Value Ladder Fit (0-10, Weight: 1x)

Evaluate funnel positioning in the ascension path:

• Does this funnel match the traffic temperature?
• Is there a logical next step after conversion?
• Does the offer ascend to higher-ticket?
• Is there a tripwire to create buyers?
• Is the pricing appropriate for this funnel stage?

Scoring Criteria:

Red Flags:

• High-ticket offer to cold traffic
• No upsell or next step after purchase
• Pricing jump too large between steps
• Lead magnet unrelated to paid offer

Step 6: Score Traffic Match (0-10, Weight: 1.5x)

Evaluate traffic-to-funnel alignment:

• Does the funnel match the traffic temperature?
• Is the message-to-market match strong?
• Does the landing page continue the conversation from the ad?
• Is the ask appropriate for the traffic type?
• Is there congruence from click to page?

Scoring Criteria:

Red Flags:

• Selling high-ticket to cold traffic
• Long-form sales page for hot traffic
• No scent trail from ad to page
• Headline doesn't match ad copy
• Asking for too much too soon

Step 7: Score Conversion Path (0-10, Weight: 1x)

Evaluate the path to conversion:

• Is the CTA clear and prominent?
• Is there one primary action (not multiple)?
• Is the form simple (minimal fields)?
• Is there friction in the process?
• Is the next step obvious after conversion?

Scoring Criteria:

Red Flags:

• Multiple CTAs on the page
• Long forms with unnecessary fields
• No CTA above the fold
• Unclear what happens after clicking
• Exit popups before they've read anything

CTA Best Practices:

• One primary CTA per page
• Button text = outcome ("Get Instant Access")
• CTA above the fold AND at the end
• Minimize form fields (name + email max for opt-in)

Step 8: Calculate Final Score

Formula:

Hook Strength × 2 = ___
Story Connection × 1.5 = ___
Offer Clarity × 2 = ___
Value Ladder Fit × 1 = ___
Traffic Match × 1.5 = ___
Conversion Path × 1 = ___
─────────────────────────
TOTAL = ___ / 100

Step 9: Generate Recommendations

For each dimension scoring below 7, provide:

1. What's wrong (specific diagnosis) 2. How to fix it (actionable steps) 3. Example (show them what good looks like)

Output Format

# Funnel Validation: [Funnel Name/URL]

## Quick Rating

| Rating | Score | Verdict |
|--------|-------|---------|
| [Conversion Machine / Strong / Leaky / Broken / Non-Functional] | XX/100 | [One-line summary] |

## Score Breakdown

| Dimension | Raw Score | Weight | Weighted Score | Status |
|-----------|-----------|--------|----------------|--------|
| Hook Strength | X/10 | ×2 | XX/20 | [Fix/Optimize/Strong] |
| Story Connection | X/10 | ×1.5 | XX/15 | [Fix/Optimize/Strong] |
| Offer Clarity | X/10 | ×2 | XX/20 | [Fix/Optimize/Strong] |
| Value Ladder Fit | X/10 | ×1 | XX/10 | [Fix/Optimize/Strong] |
| Traffic Match | X/10 | ×1.5 | XX/15 | [Fix/Optimize/Strong] |
| Conversion Path | X/10 | ×1 | XX/10 | [Fix/Optimize/Strong] |
| **TOTAL** | | | **XX/100** | |

## Detailed Assessment

### Hook Strength: X/10
**What's Working:** [Positive aspects]
**Conversion Killer:** [What's causing drop-off]
**Fix:** [Specific action to improve]
**Better Hook:** "[Example rewrite]"

### Story Connection: X/10
**What's Working:** [Positive aspects]
**Conversion Killer:** [What's causing drop-off]
**Fix:** [Specific action to improve]

### Offer Clarity: X/10
**What's Working:** [Positive aspects]
**Conversion Killer:** [What's causing drop-off]
**Fix:** [Specific action to improve]

### Value Ladder Fit: X/10
**What's Working:** [Positive aspects]
**Conversion Killer:** [What's causing drop-off]
**Fix:** [Specific action to improve]

### Traffic Match: X/10
**What's Working:** [Positive aspects]
**Conversion Killer:** [What's causing drop-off]
**Fix:** [Specific action to improve]

### Conversion Path: X/10
**What's Working:** [Positive aspects]
**Conversion Killer:** [What's causing drop-off]
**Fix:** [Specific action to improve]

## Conversion Killers (Fix These First)

1. **[Dimension]:** [Specific issue + expected lift from fixing]
2. **[Dimension]:** [Specific issue + expected lift from fixing]
3. **[Dimension]:** [Specific issue + expected lift from fixing]

## Next Steps

### If Score 85+:
- [ ] Scale traffic
- [ ] A/B test minor optimizations
- [ ] Add upsells/cross-sells

### If Score 70-84:
- [ ] Fix priority conversion killers above
- [ ] Re-validate after changes
- [ ] Use `copy-validator` to check copy quality

### If Score 55-69:
- [ ] Major rework needed before scaling
- [ ] Use `funnel-architect` to redesign weak areas
- [ ] Fix hook and offer first

### If Score Below 55:
- [ ] Do not send traffic to this funnel
- [ ] Use `funnel-architect` to rebuild
- [ ] Consider using `offer-validator` to validate the core offer

Example Validations

Example: Leaky Funnel

User's Funnel: Lead magnet opt-in page

Issues Found:

• Generic headline: "Download Our Free Guide"
• No story, just bullet points
• Form asks for phone number (unnecessary friction)
• No scent trail from Facebook ad

Validation:

Total: 46/100 - Broken Funnel

Priority Fixes:

1. Hook: Rewrite to "How I Got 50 Clients in 30 Days Without Paid Ads" 2. Story: Add 2-3 sentence epiphany bridge about discovery 3. Traffic Match: Match headline to exact ad copy 4. Conversion Path: Remove phone number, keep name + email only

Example: Strong Funnel

User's Funnel: Webinar registration

Strengths:

• Scroll-stopping hook with specific result
• Strong origin story video
• Clear value stack for attending
• Perfect traffic match from YouTube ads
• Single CTA, minimal form

Validation:

Total: 85/100 - Conversion Machine

Minor Optimizations:

1. Add countdown timer to increase urgency 2. Tighten video story to under 2 minutes

Common Validation Mistakes

1. Ignoring Traffic Temperature: The funnel might be great for the wrong traffic 2. Missing the Hook: First 3 seconds determine everything 3. Forgetting Mobile: Most traffic is mobile—test on phone 4. Too Many CTAs: One page, one goal 5. No A/B Testing Reference: Ask what they've already tested 6. Ignoring the Ad: The funnel starts with the traffic source

ROI Analyzer Reference Guide

Core Formulas

1. ROI (Return on Investment)

ROI = (Net Profit / Total Investment) × 100%

Where:
Net Profit = Revenue - Total Costs
Total Costs = Investment + Operating Costs

Example:
- Investment: 100M KRW
- Revenue: 200M KRW
- Operating Costs: 50M KRW
- Net Profit: 200M - 50M - 100M = 50M KRW
- ROI: (50M / 100M) × 100% = 50%

2. Break-Even Point (BEP)

For Project Investment:

Break-Even Point = Total Investment / (Revenue per Unit - Variable Cost per Unit)

Or for subscription:
Break-Even Months = Total Investment / Monthly Net Profit

Example:
- Investment: 120M KRW
- Monthly Revenue: 20M KRW
- Monthly Costs: 10M KRW
- Monthly Net Profit: 10M KRW
- BEP: 120M / 10M = 12 months

For Conversion-Based Projects:

Break-Even Conversion Rate = Investment / Potential Revenue

Example (Phase 0 → Phase 1):
- Investment: 50M KRW
- Phase 1 Contract: 200M KRW
- BEP: 50M / 200M = 25% conversion needed

3. Payback Period

Payback Period = Investment / Annual Net Cash Flow

Or monthly:
Payback Months = Investment / Monthly Net Profit

Example:
- Investment: 240M KRW
- Monthly Profit: 20M KRW
- Payback: 240M / 20M = 12 months

4. Net Present Value (NPV)

For multi-year projects:

NPV = Σ (Cash Flow_t / (1 + r)^t) - Investment

Where:
- t = year (1, 2, 3...)
- r = discount rate (typically 10-15%)

Example (3 years, 10% discount):
- Y0: -200M (investment)
- Y1: +50M / 1.1 = 45.5M
- Y2: +100M / 1.21 = 82.6M
- Y3: +150M / 1.33 = 112.8M
- NPV: 45.5 + 82.6 + 112.8 - 200 = 40.9M KRW ✅

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Scenario Analysis Framework

3-Scenario Template

Variable Selection (Top 5)

For each scenario, vary these 5 variables:

1. Revenue Growth Rate

• Worst: 50% of target
• Realistic: Target
• Best: 150% of target

2. Customer Acquisition Cost (CAC)

• Worst: 2x budget
• Realistic: Budget
• Best: 0.5x budget

3. Churn Rate

• Worst: 10%/month
• Realistic: 5%/month
• Best: 2%/month

4. Pricing / ARPU

• Worst: -20% (discounts needed)
• Realistic: Target price
• Best: +20% (premium positioning)

5. Time to Market / Launch Delay

• Worst: +3 months
• Realistic: On time
• Best: -1 month

Example: B2B SaaS 3-Year Scenarios

Assumptions:

• Investment: 200M KRW
• Target MRR: Y1: 10M, Y2: 30M, Y3: 60M
• Monthly Costs: 15M KRW

Worst Case (50% revenue, 2x CAC, 10% churn):

| Year | MRR | ARR | Churn Impact | Net ARR | Costs | Profit |
|------|-----|-----|--------------|---------|-------|--------|
| Y1 | 5M | 60M | -20M (churn) | 40M | 180M | -140M |
| Y2 | 15M | 180M | -60M | 120M | 180M | -60M |
| Y3 | 30M | 360M | -120M | 240M | 180M | +60M |

3-Year Total: -140M (ROI: -70%) ❌
Payback: 36+ months

Realistic Case (target):

| Year | MRR | ARR | Churn (5%) | Net ARR | Costs | Profit |
|------|-----|-----|-----------|---------|-------|--------|
| Y1 | 10M | 120M | -6M | 114M | 180M | -66M |
| Y2 | 30M | 360M | -18M | 342M | 180M | +162M |
| Y3 | 60M | 720M | -36M | 684M | 180M | +504M |

3-Year Total: +600M (ROI: +300%) ✅
Payback: 18 months

Best Case (150% revenue, 0.5x CAC, 2% churn):

| Year | MRR | ARR | Churn (2%) | Net ARR | Costs | Profit |
|------|-----|-----|-----------|---------|-------|--------|
| Y1 | 15M | 180M | -4M | 176M | 180M | -4M |
| Y2 | 45M | 540M | -11M | 529M | 180M | +349M |
| Y3 | 90M | 1080M | -22M | 1058M | 180M | +878M |

3-Year Total: +1223M (ROI: +612%) ✅
Payback: 13 months

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Sensitivity Analysis

Single-Variable Sensitivity

Test each variable independently (hold others constant):

Example: Revenue Growth Rate Sensitivity

Key Insight: Revenue growth is THE critical variable (high sensitivity)

Multi-Variable Sensitivity Matrix

Test combinations of top 2 variables:

Key Insight: If CAC doubles AND revenue misses by 50%, project fails

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Industry Benchmarks

SaaS Metrics (B2B)

E-commerce

Hardware / Physical Products

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Advanced Analysis

Customer Lifetime Value (LTV)

LTV = ARPU × Gross Margin % × (1 / Monthly Churn Rate)

Example (B2B SaaS):
- ARPU: 50,000 KRW/month
- Gross Margin: 80%
- Monthly Churn: 5%
- LTV: 50,000 × 0.8 × (1/0.05) = 800,000 KRW

Target: LTV:CAC ≥ 3:1

Customer Acquisition Cost (CAC)

CAC = (Marketing Spend + Sales Spend) / New Customers

Example:
- Marketing: 10M KRW/month
- Sales: 5M KRW/month
- New Customers: 50/month
- CAC: 15M / 50 = 300,000 KRW

Target: CAC Payback < 12 months

Cohort Analysis

Track each monthly cohort separately:

Insight: Retention improving (Feb/Mar > Jan at same stages)

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Risk Assessment Framework

Risk Scoring

Interpretation:

• 4.0+: Low risk ✅
• 3.0-4.0: Moderate risk ⚠️
• <3.0: High risk ❌

Contingency Planning

For each major risk (score ≤2), define:

Risk: [Description]
Likelihood: [%]
Impact: [Financial impact if occurs]
Mitigation: [Preventive actions]
Contingency: [Plan B if it happens]
Owner: [Responsible person]

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Decision Trees

Investment Decision Tree

Start
├─ ROI (realistic) ≥ 100%?
│  ├─ Yes → Continue
│  └─ No → ❌ REJECT
│
├─ Payback ≤ 18 months?
│  ├─ Yes → Continue
│  └─ No → ⚠️ REVIEW (require strong strategic value)
│
├─ Break-even achievable at <50% of target?
│  ├─ Yes → Continue
│  └─ No → ⚠️ REVIEW (high execution risk)
│
├─ Worst-case ROI ≥ 0%?
│  ├─ Yes → ✅ INVEST
│  └─ No → ⚠️ REVIEW (potential loss)

Phase Progression Decision (0→1→2)

Phase 0 Complete
├─ Conversion ≥ 70%?
│  ├─ Yes → ✅ Proceed to Phase 1
│  └─ No → Check conversion
│     ├─ 50-70%? → ⚠️ Improve & retry
│     └─ <50%? → ❌ Cancel or pivot
│
Phase 1 Complete
├─ ROI ≥ 150%?
│  ├─ Yes → ✅ Proceed to Phase 2
│  └─ No → Check metrics
│     ├─ 100-150%? → ⚠️ Optimize first
│     └─ <100%? → ❌ Pause expansion

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See Skill.md for: Quick examples, templates, common use cases