Admissions open Take the eligibility test & see if you can join the next batch. Take the test →
Decoding the Jargon

Funnel

Also called Marketing funnel, sales funnel, conversion funnel

Performance marketingTerm

The series of steps people go through from first hearing about you to buying, drawn as a funnel because fewer people reach each step.

Example

Of 10,000 sessions on Meera's site, 3,000 view a product, 600 add to cart, 300 start checkout and 200 buy. The biggest drop is between viewing and adding to cart, so she works on the product page first.

How you'll hear it

“The funnel leaks most at add-to-cart, so let's fix the product page before buying more traffic.”

Don't confuse it with

  • Customer journey: the full, often non-linear path, including offline steps; a funnel is the simplified version.

Related terms

TOFU / MOFU / BOFUConversion rateCROEvent

Want to use this at work? AI-led PPC Excellence is aFactor's 16-week program for paid ads.

Sources

  1. [GA4] Funnel exploration, Google Analytics Help
  2. Marketing Funnel: What It Is, Stages, and Tactics, Shopify, 2026

Checked 1 October 2026. Examples use a fictional business; figures are illustrative.

Send this to someone

Share on LinkedIn Share on WhatsApp

Knowing the words is the start. Using them well is the job.

The role-fit test shows how your judgment lines up with the role you hold or the one you want next.

Take the role-fit test →