Funnel analysis is a crucial exercise for any business. It provides insights into the customer journey—from their first interaction with your brand to the final purchase, and even beyond. Tracking these stages and actions can give you a clear understanding of where potential customers drop off and where they convert, helping you focus your marketing and business efforts effectively.

The Funnel Analysis Template, available for free on Landmark Labs, offers a streamlined way to track these stages. It’s also included in the flagship Notion Business OS, which provides even more comprehensive business tools. You can learn more about Notion Business OS here.

Funnel Stages Breakdown

At the core of the Funnel Analysis Template is a database called User Journey, which breaks down the customer funnel into several key stages:

• Awareness
• Interest
• Consideration
• Decision
• Purchase
• Post-purchase
• Advocacy

Each of these stages represents a step in the customer’s relationship with your business, and under each stage, specific actions can be tracked.

For example, in the Awareness stage, actions could include:

• Watching a YouTube video about your product
• Reading a blog post
• Interacting with social media content

By tracking these actions, you gain valuable insights into how users first interact with your brand.

Tracking Metrics for Each Stage

For each action in a stage, you can attach a metric. Let's take the example of YouTube videos—if 1,500 people watched your video this month, that number can be entered as the metric for that action. Similarly, you can enter numbers for blog page views or social media interactions, and these values will roll up into a visualization of the total number of users in the Awareness stage of your funnel.

This data entry system allows for flexibility: you can start with rough estimates or dive deeper into precise analytics if you have the data on hand. Either way, it gives you a clear snapshot of how well each funnel stage is performing.

Monitoring Conversion Rates

One of the most powerful features of the Funnel Analysis Template is the ability to track conversion rates between stages. For example, if 80 people purchased a course and 40 gave testimonials, your conversion rate from purchase to testimonial is 50%.

For more complex stages, like Awareness, where multiple actions occur (e.g., watching a video and visiting a blog), you can use analytics tools such as Google Tags to track individual user journeys and get precise conversion rates. If detailed tracking isn’t available, you can also input estimated conversion rates to visualize potential drop-off points and successes.

Visualizing the Funnel

The funnel visualization highlights:

• Key drop-off moments, helping you understand where potential customers lose interest.
• High-performing stages, indicating where your marketing efforts are most effective.

By identifying these insights, you can make more informed decisions. Should you focus more on driving traffic to the top of the funnel? Or is the drop-off happening at the decision stage, meaning your offers or proof points might need improvement?

Extending the Template with More Advanced Analytics

While the current template provides a clean and straightforward setup for tracking your funnel, there are ways to extend it further. For advanced Notion users, you can link your distribution databases or other sections of your workspace to the funnel, creating a more integrated system. However, setting this up requires a deeper understanding of Notion’s relations and rollups.

Why Funnel Analysis Matters

Running a funnel analysis can be one of the most eye-opening exercises for your business. It forces you to focus on specific metrics at each stage of the customer journey and provides clarity on what’s working and what’s not.

By pinpointing the exact moments of customer drop-off and conversion, you can reallocate your time, energy, and resources to the areas that need the most attention.

Ready to Dive Deeper?

While the Funnel Analysis Template is available for free, it’s also part of the Notion Business OS—a comprehensive toolkit designed to optimize your business processes across the board. If you're looking to take your Notion setup to the next level, be sure to check out Notion Business OS for even more powerful features to streamline your business operations.