Leak map: how much is lost at each step from impression to payment

Ads Manager sees only 3 of the 10 funnel steps; money often leaks in the other 7. Price each weekly leak, fix the costliest first, and talk to whoever runs it.

In this chapter

• Splitting the full funnel, from impression to money received, into ten steps, and knowing where each step's number comes from and which steps you can only record yourself
• Using one multiplication to turn any step's rate into "gross profit lost per week", then ranking by amount which step to fix first
• Telling whether a checkout page loses people because the form is too long or because one field stops them, and the order in which to troubleshoot "adds to cart, no sales"
• How the payment and shipping steps can quietly take your conversion rate to zero, and which number catches it the same day
• The back end of a lead-generation business: how to measure reply speed, and how to prove it's the real cause
• Taking amounts of money to the owner or client to talk about the steps the media buyer doesn't control, instead of saying "the page isn't good"