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Oct 20, 2022

Funnel Conversion Reporting Toolkit

This toolkit provides a practical way of visualizing your web funnel data.

It assumes that you have two goals for your digital marketing activities. To utilize this toolkit, use Google Analytics (GA) to analyze sessions or unique visits to your web pages.

Each day, you should extract these metrics from GA and place them into the spreadsheet.

The raw data will be transposed (via a pivot table) to a useful visual of:

  • Step 1 goals volume
  • Step 2 goals volume
  • Conversion rate (this is calculated automatically)

The toolkit allows you to track results over time, and is a valuable analytics tool for digital marketing professionals, as well as a useful learning resource. 

Simply download the Microsoft Excel file below to get started. 

This content is available to Power Members only.


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Cathal Melinn
Cathal Melinn

Cathal Melinn is a well-known Digital Marketing Director, commercial analyst, and eommerce specialist with over 15 years’ experience.

Cathal is a respected international conference speaker, course lecturer, and digital trainer. He specializes in driving complete understanding from students across a number of digital marketing disciplines including: paid and organic search (PPC and SEO), analytics, strategy and planning, social media, reporting, and optimization. Cathal works with digital professionals in over 80 countries and teaches at all levels of experience from beginner to advanced.

Alongside his training and course work, Cathal runs his own digital marketing agency and is considered an analytics and revenue-generating guru - at enterprise level. He has extensive local and international experience working with top B2B and B2C brands across multiple industries.

Over his career, Cathal has worked client-side too, with digital marketing agencies and media owners, for brands including HSBC, Amazon, Apple, Red Bull, Dell, Vodafone, Compare the Market, Aer Lingus, and Expedia.

He can be reached on LinkedIn here.

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