We are not just talking about numbers and percentages, but about real marketing metrics, or KPIs (Key Performance Indicators).
These key performance indicators (KPIs) are not just abstract numbers, but fantastic carriers of information that, if observed with the right eye and the right perspective, allow us to understand the effectiveness of our strategies , to optimize our resources, but above all to achieve our business objectives.
But what are the metrics to consider? And how do they vary based on the phase of the funnel we are in?
These are the questions we will try to answer in this article, providing a broad enough framework to begin to understand what data to read and when.
On the topic of KPI , read also:
Mistakes to avoid in marketing strategy, between KPI and ROI
KPI and E-Commerce: Where do an online store's sales come from?
Introduction: What is the marketing funnel?
A marketing funnel is a way to break down the customer journey, from the “awareness” stage to the “purchase” point .
It is a much discussed and not always appreciated/shared netherlands whatsapp number data model (because it is too “mechanical”) that illustrates the path that a potential buyer takes from when he becomes aware of the brand, to the purchase/conversion decision and the subsequent follow-up.
Its name is due to the form it ideologically assumes: in fact, observing the steps, as one advances through its various phases, these will be increasingly restricted (in number of people within it) as one descends towards the achievement of the desired result (sale, lead, download, etc.).
Today, however, everything is more complex : people have started talking about the “ Messy Middle ” due to the much more chaotic and less linear path that occurs from the moment a user comes into contact with a brand to when they reach the actual conversion.
It is still useful to know the Funnel theory, because it simplifies what happens in online marketing, allowing you to better understand certain dynamics.
