market-funnel

name	market-funnel
description	End-to-end funnel analysis from awareness to retention with leak diagnosis and a GA4 event spec. Invoke whenever the user says "funnel", "where are we leaking", "conversion drop", "activation rate", or runs `/market funnel <url>`. Produces FUNNEL-ANALYSIS.md with stage-by-stage scores and an implementable analytics event map.

Market Funnel — Full Journey Diagnosis

Model the full funnel, identify where prospects drop off, and hand back an analytics spec the client's engineer can implement directly.

The 6 Funnel Stages

Stage	Goal	Key metric
1. Awareness	Get in front of the right audience	Impressions, reach, branded search
2. Acquisition	Earn the click	CTR, referral traffic, CAC
3. Activation	First value moment	Signup rate, first-action rate
4. Revenue	First purchase or trial conversion	Trial→paid, ARPU
5. Retention	Continued use	DAU/MAU, churn, repeat rate
6. Referral	Organic growth	NPS, referral rate, virality coefficient

Pirate metrics (AARRR) plus Awareness, adapted for 2025 realities.

Workflow

1. Map the existing funnel based on what's visible: the home page, the pricing page, the signup flow, the app/experience.
2. Score each stage 0–10 using the rubrics below.
3. Name the leak — the stage with the steepest drop-off relative to benchmark.
4. Propose fixes per stage with expected impact.
5. Write the GA4 event spec — every event name, params, when it fires.

Stage Rubrics

1. Awareness (0–10)

• Channels in use (organic, paid, social, referral, partnerships)
• Branded vs non-branded traffic mix
• Share of voice vs competitors (ballpark from search data)
• Content cadence

2. Acquisition (0–10)

• Landing page → form view rate
• Page load speed
• Hero-to-CTA distance
• Ad / organic message match

3. Activation (0–10)

• Signup friction (fields, steps, time)
• First value moment — is there a "wow" before the user has to commit?
• Empty state quality
• Onboarding sequence present?

4. Revenue (0–10)

• Trial length and gating
• Pricing page clarity
• Checkout friction
• Payment options
• Refund/cancel policy transparency

5. Retention (0–10)

• Product usage signal (if visible)
• Lifecycle emails
• Re-engagement paths
• Churn recovery

6. Referral (0–10)

• Explicit referral program
• Shareable moments built in
• Testimonial capture
• UGC encouragement

Benchmarks (use these, state they're rough)

Stage	SaaS	E-com	Agency
Visitor → signup	2–5%	—	—
Visitor → purchase	—	1.5–3.5%	—
Visitor → booked call	—	—	2–5%
Trial → paid	15–25%	—	—
Cart → checkout	—	40–70%	—
Checkout → purchase	—	65–85%	—
Month 1 retention	70%+	15–25% (repeat)	—

GA4 Event Spec (deliverable)

Produce a table the client's engineer can implement in one sitting:

Event name	When it fires	Params	Stage
page_view	Every page load	page_location, page_title, page_referrer	Awareness
scroll_50	Scroll depth 50%	page_location	Awareness
cta_click	Any primary CTA click	cta_text, cta_location, destination	Acquisition
sign_up	Account creation success	method, plan	Activation
onboarding_step	Each onboarding step	step_number, step_name	Activation
first_value	Key activation moment (client-specific)	feature	Activation
begin_checkout	Checkout loaded	value, currency, items	Revenue
purchase	Payment success	transaction_id, value, currency, items	Revenue
subscription_started	First recurring charge	plan, value, billing_period	Revenue
feature_used	Core feature event (client-specific)	feature, count	Retention
churn_risk	Inactivity 14d+	last_active	Retention
referral_sent	Share action

Adjust events to the specific product. Always include the stage mapping so the client can build funnel reports in GA4 directly.

Output: FUNNEL-ANALYSIS.md

# Funnel Analysis — [Brand]
**URL:** [url]  |  **Date:** [YYYY-MM-DD]

## Funnel Score: [X]/100

[1-paragraph diagnosis: where the funnel leaks worst and why.]

## Stage Scores
| Stage | Score | Status | Top Issue |
|---|---|---|---|

## Stage-by-Stage Analysis
### 1. Awareness — X/10
[Findings, evidence, fixes]

... repeat for all 6 stages ...

## The Leak
[Name the #1 drop-off point. Estimate its cost. Explain why.]

## Fixes by Stage
### Quick wins (this week)
### High-leverage (this month)
### Strategic (this quarter)

## GA4 Event Spec
[Full table as above]

## Reporting
[3 GA4 exploration reports the client should build: funnel exploration, path exploration, retention.]

Quality Bar

• Be honest about what you can and can't see. The homepage shows you stages 1–3 clearly; 4–6 require the client's analytics data. If you can't see it, flag it.
• The GA4 spec is the most actionable part — it should be copy-paste-ready for a developer.
• Don't invent conversion rates. If you don't know actual CR, say "assume 3% baseline" and compute impact from there.