Creative & CRO
Funnel
A conversion funnel — the staged path from first touch to final action.
A funnel is the staged path from a user's first touch with an ad to the final target action, structured as sequential steps — creative, pre-lander, lander, registration, deposit or purchase — with a measurable drop-off between each stage. The funnel metaphor is literal: many enter at the top, and each stage filters the audience down to fewer, higher-intent users.
Buyers live in funnel metrics: click-to-lander rate, lander-to-reg, reg-to-dep. Reading them stage by stage tells you exactly where money leaks — great CTR with terrible reg-to-dep points at lander-offer mismatch, not creative. The classic mistake is judging a funnel only on final CPA and blindly changing everything at once; disciplined teams isolate the weakest stage, fix it, remeasure, and only then move to the next constraint.
In buyer speech
“The funnel leaks at reg-to-dep — 40% click-to-reg is great, but only 8% deposit, so the problem is the offer page, not my creatives.”