🧢 Coach T’s Recap
The Conversion page shows you how people move from one stage of the funnel to the next — Awareness to Consideration, Consideration to Preference, and everything in between. It’s a powerful way to see where your brand is winning, and where you’ve got room to grow.
Explore the Conversion page
See the big picture: At a glance, spot which brands are leading on size and which ones are best at moving people through the funnel.
Zoom in on what matters: Filter by date, demographics, or brands to uncover opportunities and wins in the segments that matter most for your brand.
Choose your conversion steps: Use the default top-of-funnel and bottom-of-funnel view, or customize the funnel path to match how you want to measure success.
Get instant insight with AI summaries: With one click, get a clear overview of conversion performance. Rerun it whenever you change filters to quickly interpret results and pull insights.
What do the dotted lines in conversion numbers mean?
For brands with smaller metrics (such as low Awareness), even small shifts in Awareness or Consideration can have a big impact on the conversion percentage, making it appear more volatile.
For example, when Awareness is low, like 10%, and Consideration is 5%, the initial conversion rate is 50%. But even a small 1% increase in Awareness (from 10% to 11%) causes the conversion rate to drop to 45.5%. In this case, it’s more meaningful to focus on growing Awareness rather than focus on conversion into Consideration.
Dotted lines don’t only appear when Awareness is low. They can show up at any stage of the funnel because they’re about the relative relationship between funnel stages, not the sample size behind the data. Treat them as directional signals, and focus on building strength in that part of the funnel before using the conversion metric as a KPI.
Turn insight into business impact
Imagine the brand health funnel like a leaky pipe. Your goal as a marketer is to get as many consumers through the pipe without losing too many along the way.
Use the conversion page to identify the biggest ‘leaks’ relative to your business goals, then come up with ways to fix them 🔧
Every funnel drop-off tells a slightly different story. Here are some lenses to help you diagnose what could be behind the leak.
Conversion stage | Why your funnel might be leaking |
Top-of-funnel |
|
Mid-funnel |
|
Bottom-of-funnel (Usage → Preference) |
|
💡Tip
Don’t spread yourself too thin by trying to plug every leak at once, focus on the leak that will have the largest commercial impact.
Ask yourself “Which improvement lines up with our current priorities and resources?”