Analytics Funnel Visualisation for Small Businesses

We’ve been talking a lot about analytics this week—what to track, how to make sense of it, and why it’s more than just a bunch of numbers sitting in a spreadsheet. One way to really bring it all together is by looking at your data like a funnel. It helps you see the full picture of how people go from “just found you” to “I’m in.” And more importantly, it shows you that what you need to pay attention to shifts at each stage. The goal isn’t always conversion—sometimes it’s just about getting seen or keeping someone curious enough to stick around.

Here’s how it all fits together.

1. Awareness Analytics (Top of Funnel)

What happens here:

This is the “Hi, nice to meet you” phase. People are coming across your business for the first time—maybe through a search, a social post, a recommendation, or even an ad. They don’t know you yet, and they’re not looking to buy—they’re just noticing you exist.

Why this matters:

If you're not showing up where your audience is already spending time, you're not even in the running. You need visibility before you can earn trust. This stage is about getting attention and sparking curiosity, not closing the deal. High bounce rates or low reach here mean it’s time to rethink how you're showing up.

Key metrics to watch:

• Impressions

• Reach

• Website sessions

• Traffic sources

• Bounce rate

2. Engagement Analytics (Middle of Funnel)

What happens here:

People are interested enough to poke around. Maybe they read your blog, watched your video, or scrolled through a few pages. They're asking themselves, “Is this for me?” and “Do I like the way this business communicates?”

Why this matters:

This is the trust-building phase. Think of it like dating before commitment. They’re snooping through your content like they’re checking out your Spotify playlists and Instagram highlights—trying to figure out if you’re their kind of person.

If they hang around, it means your vibe matches their vibe. But if they ghost you after 10 seconds, something probably didn’t land. Maybe what brought them in isn’t what they found. Maybe it felt off-brand. Maybe it was the digital equivalent of saying “I love hiking” and then taking them to a car park.

Key metrics to watch:

• Pages per session

• Average session duration

• Scroll depth

• Email signups

• Social media saves, shares, or replies

3. Conversion Analytics (Bottom of Funnel)

What happens here:

This is where someone takes action—buying a product, booking a call, or signing up. They’ve moved from “Tell me more” to “Let’s do this.”

Why this matters:

Conversion isn’t just about pricing or clever copy. It’s the result of the full journey making sense: they noticed you, liked what they saw, and felt confident you could solve their problem. If you’re getting traffic and engagement but not conversions, the block might be in clarity, offer positioning, or trust signals like testimonials or guarantees.

Key metrics to watch:

• Conversion rate

• Form submissions

• Purchase completions

• Goal completions

• Abandoned cart rate (if applicable)

Final thoughts

Understanding your analytics doesn’t mean tracking everything—it means knowing what matters at each stage of the journey. When you look at your funnel with fresh eyes, those numbers stop feeling random and start showing you exactly where to focus your energy. So whether you’re trying to boost visibility, keep people engaged, or turn interest into action, your data’s already telling you something. Now you know how to listen.

If you want a second set of eyes on your funnel, book in for a Marketing Clinic. It’s a one-off session where we review what’s working, what’s being ignored, and what’s getting in your way—and yes, we’ll look at your numbers together (without making it feel like math class). You’ll leave with clarity, next steps, and the confidence that you are on the right track.

Book your spot HERE.