Funnels
What it means
Analytics turns distribution activity into learning. Track the few events that explain whether people are moving toward value.
The useful version of this topic is not theoretical. It should change something visible: the customer you choose, the words on the page, the offer in the email, the onboarding step you remove, or the metric you watch every week.
A good test is whether a founder could use this page and do something before lunch. If the answer is no, the topic is still too abstract.
Actions
Start with the smallest action that creates contact with reality. For early distribution, reality usually means a buyer, a user, a search result, a conversation, or a payment.
- Define the conversion path.
- Instrument the important actions.
- Review channel and funnel performance weekly.
Measure
Measure the signal closest to customer progress. Vanity numbers are allowed only if they predict something better later.
- Event completion
- Funnel conversion
- Attribution by channel
Template
Hypothesis: [if we do X, Y should improve] Audience: [segment or channel] Primary metric: [one number] Guardrail metric: [number that must not get worse] Decision rule: [ship, iterate, or stop]