Module 29Stage: Analyze90 min

Funnel Analytics

Track how many people move from social platforms to your owned properties (website, store).

Jump to lesson:
01Traffic02UTMs03Leads04Conversion Rate05Revenue Attribution
1
Lesson 1

Traffic

Objective

Track how many people move from social platforms to your owned properties (website, store).

Teach
Profile-to-website click-through is a key funnel metric — it shows whether social attention is actually translating into a step toward a sale.
Real-World Example
High reach but low website clicks might mean the content entertains but doesn't motivate action — a CTA problem (Module 7), not a reach problem.
Common Mistake
Optimizing only for on-platform metrics (likes, comments) while ignoring whether traffic is actually leaving the platform.
Practical Exercise

Check your profile-to-website click-through rate, if available, and compare it to your reach.

Lesson Checkpoint

Profile-to-website click-through mainly shows

2
Lesson 2

UTMs

Objective

Build and use a UTM link to trace traffic sources precisely.

Teach
A UTM link tags a URL with campaign/source/medium parameters so analytics tools can tell you exactly which post or platform sent a visitor — without it, all traffic looks the same.
Real-World Example
Using different UTM links for an Instagram bio link vs. a TikTok bio link reveals which platform actually drives more site visits.
Common Mistake
Using the same plain link everywhere, making it impossible to tell which post or platform drove any given visit.
Practical Exercise

Build one UTM-tagged link for your next post using a free UTM builder.

Lesson Checkpoint

A UTM link's main purpose is to

3
Lesson 3

Leads

Objective

Define what counts as a lead for your specific business.

Teach
A lead should be a specific, defined action (e.g., "DM'd asking about pricing," "filled a form") — not a vague sense of interest.
Real-World Example
"48 leads" in KoraSpace's own revenue-attribution example (Section 6.11) refers to a specific, counted action, not a feeling.
Common Mistake
Using "lead" loosely to describe any engagement, making the number meaningless for tracking.
Practical Exercise

Write your specific definition of what counts as a lead for your business.

Lesson Checkpoint

A lead should be defined as

4
Lesson 4

Conversion Rate

Objective

Calculate conversion rate at any funnel stage.

Teach
Conversion rate = (people who completed the next step ÷ people who reached this stage) × 100 — apply it at every funnel step, not just the final sale.
Real-World Example
If 310 website visitors become 48 leads (from KoraSpace's own funnel example, Section 6.11), that's a 15.5% visitor-to-lead conversion rate — a specific number to try to improve.
Common Mistake
Only tracking the final conversion (sale) and missing which specific funnel stage is actually leaking the most people.
Practical Exercise

Calculate the conversion rate between two stages of your own funnel, if data is available.

Lesson Checkpoint

Conversion rate is calculated as

5
Lesson 5

Revenue Attribution

Objective

Trace the full path from social content to actual revenue.

Teach
Revenue attribution follows the complete funnel — views → profile visits → website visitors → leads → customers → revenue — exactly as KoraSpace's own example shows (Section 6.11), turning social media from an engagement report into a business report.
Real-World Example
50,000 views → 1,420 profile visits → 310 website visitors → 48 leads → 11 customers → ₦4,850 revenue (KoraSpace's own worked example).
Common Mistake
Reporting on views and engagement without ever connecting them to the revenue they ultimately produced.
Practical Exercise

Sketch your own funnel using whatever real numbers you have, even if incomplete.

Lesson Checkpoint

Revenue attribution is what separates

Module Template

**UTM Builder** and **Funnel Dashboard** — see Templates Library.

Deepen Your Knowledge
  • •Google Skillshop — Analytics Academy (UTM and conversion tracking modules)
  • •Semrush Academy — Marketing Analytics courses
Module Checkpoint Assessment

Test Your Mastery of Module 29

5 questions · 70% passing threshold required

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