mkt-funnel-auditlisted

# Funnel Audit A diagnosis skill for finding the bottleneck across the whole journey. Distinct in role from single-page conversion optimization (mkt-cro) — here we only establish "where it leaks" and delegate "how to fix it" to cro. ## Diagnosis Order 1. **Define stages** — acquisition → core action (signup/install) → first value experience (Aha) → paid conversion → repeat. Keep it to 4~7 stages. 8+ is over-fragmentation that can't be measured. 2. **Check measurement alignment** — per stage, is the event definition and unique-user basis the same. If definitions wobble, the entire funnel's numbers are discarded. 3. **Compute per-stage conversion** — both by session (acquisition) units and by cohort (time-held, recurring) units. Never conclude drop-off from single-session numbers alone. 4. **Identify the bottleneck** — narrow the cause candidates using the rules below. 5. **Prioritize** — drop-off rate × inverse of recovery difficulty × the stage's revenue contribution. ## Judgment Rules - Only stage 1 (acquisition→action) is low and first-session quality metrics are also low → **channel/message mismatch** (a traffic problem, not a funnel page problem) - One middle stage with uniquely high drop-off → **that stage's friction/expectation mismatch** → delegate to mkt-cro - Last stage (checkout) drop-off → pricing/trust/risk issue → see mkt-offers, mkt-pricing - Event gap between stages (missing only on a specific device/browser) → measurement issue → delegate to mkt-analytics