Lesson objectives
- Build a step-by-step funnel report
- Segment by channel and device
The core table
List each step as a row: visitors, leads, checkouts, customers. For each, show the count and the conversion rate from the previous step. Then repeat by channel and by device.
STEP | COUNT | STEP CONV. | NOTES Visitors | | - | Leads | | % | Checkout started | | % | Customers | | % | Revenue | | | Revenue / visitor | | |
Beware of attribution certainty
Different tools attribute conversions differently, and privacy changes mean some journeys can't be fully tracked. Use reports to spot trends and big differences, not to argue over single percentage points.
Action steps
- Build the core table for last month
- Split it by your two biggest channels
Checklist
- Report covers every step
- Segmented by channel and device
- Weekly review scheduled