| 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
- Map the existing funnel based on what's visible: the home page, the pricing page, the signup flow, the app/experience.
- Score each stage 0–10 using the rubrics below.
- Name the leak — the stage with the steepest drop-off relative to benchmark.
- Propose fixes per stage with expected impact.
- 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.
