A funnel models the stages users pass through from awareness to conversion. Learn how funnel metrics integrate with KPI trees.
A funnel is a sequential model of user progression through stages: awareness → interest → consideration → conversion → retention. Each stage has a conversion rate to the next. In a KPI tree, funnel metrics appear as multiplicative chains: Output = Input × Stage 1 Rate × Stage 2 Rate × Stage 3 Rate. This makes it clear which stage is the bottleneck and where improvement effort will have the largest impact on the final outcome.