Locate a funnel drop without inventing its cause
See this course’s project requirements
A marketing analysis brief with a measurement card, campaign labels, channel economics, funnel review, attribution check and capped test plan.
Keep your working files in your own notebook or software. Save a private description, checklist, and work link in My Proof.
What to include
- A measurement card with an explicit counting rule.
- A campaign-link naming guide and mock tagged URL. A channel comparison separating ROAS, cost per order and contribution.
- A funnel analysis and one testable investigation.
- A deduplicated order total and an attribution note.
- A marketing decision brief with a capped test and success rule.
Review and revise
Use these criteria to check your work and choose what to improve.
- Calculations reconcile to the supplied records, with units and dates labeled.
- Assumptions and missing information are visible, including the changed scenario.
- The recommendation follows the evidence and explains an important limitation.
- The six lesson outputs form a usable handoff that another learner can check.
Want more background?
The idea in everyday life
Lantern recorded 500 visits, 60 carts, 30 checkout starts and 20 completed orders. Assume these are nested counts from the same cohort for this exercise.
A funnel shows where recorded actions decrease. It suggests investigation, not proof of why people left.
Locate a funnel drop without inventing its cause — worked practice
A funnel shows where recorded actions decrease. It suggests investigation, not proof of why people left.
Lantern recorded 500 visits, 60 carts, 30 checkout starts and 20 completed orders. Assume these are nested counts from the same cohort for this exercise.
1. Calculate visit-to-cart
Divide 60 by 500.
You should see: 12% reach cart.
Use the preceding stage as specified.
2. Calculate cart-to-checkout
Divide 30 by 60.
You should see: 50% progress.
Half the carts do not reach checkout.
3. Calculate checkout completion
Divide 20 by 30.
You should see: About 66.7% complete.
Round only the displayed percentage.
4. Choose an investigation
Propose checking cart errors and delivery-price clarity using a mock test.
You should see: A hypothesis and test, not a proven cause.
The counts alone cannot explain behavior.
What to finish
A funnel analysis and one testable investigation.
Watch for this
Claiming a drop proves customers dislike the product.
How can I tell I understand it?
Explain your calculation or classification and reproduce the changed case without copying the worked result.
Quick knowledge check
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Source & access notes · checked 2026-09-12
Inspected how models assign credit and why different models differ.
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Reuse: Link to the original. Free reading does not imply permission to reproduce the page; lessons and fixtures here are original.
Source & access notes · checked 2026-09-12
Inspected conversion value, costs and ROI distinctions.
Access: Public page inspected without a sign-in; linked services may have separate requirements.
Reuse: Link to the original. Free reading does not imply permission to reproduce the page; lessons and fixtures here are original.
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