Actual tactics for “split the funnel” analysis (click image for full view):
Break down every stage in your funnel, by quarter and lead source.
Then analyze the cost ratios.
This will give you powerful insights into historical data if the company has been focused on lead gen.
Now you’ll have a business case to probably take budget away from Google Ads (and probably other sources) and start creating demand.
Add qualitative attribution from a free-form required “How did you hear about us?” and you’ll be able to show your create demand strategies drive results too.
Big shoutout to Danna Troncattty Leahy for helping me with this!
How does your analysis look? Anything you’d add?