FUNNEL EVENT MAP AND REVIEW
Fictional case: photography-equipment rental. Contains no customer results.

PURPOSE
Use this sheet to agree on what counts as progress, who records each event and which comparisons are valid. Platform reach and clicks describe distribution; they are outside this cohort's rates.

COMPLETED EXAMPLE
Business: Luz de Patio, a camera, lens and lighting rental service.
Post: Instagram video showing what comes with a basic kit.
Destination: availability, rental terms and enquiry form.
Example UTMs: utm_source=instagram | utm_medium=social | utm_campaign=equipo_mayo | utm_content=video_kit
Entry window: unique enquiries received May 1–7, 2026.
Unit: one unique person with a completed enquiry. This exercise has one enquiry per person.
Follow-up: keep the same ID from enquiry through quote, booking, hand-off and return. All returns finish by May 31; follow-up closes on August 31 after everyone completes their 90-day repeat-booking window.
Assumption: the business stores the campaign label with the enquiry ID and records each event. A UTM identifies the encoded link/campaign, not the last person to share it or a sale caused by the post.

STAGES, EVENTS AND REVIEW
1. Completed enquiry — 100 people. Owner: customer service. Event: form received with dates, equipment and a unique ID. This is the cohort base, not everyone who saw the post.
2. Availability confirmed — 61 of 100 = 61%. Owner: rental coordinator. Event: requested equipment and dates are available. If it drops: check stock, dates, alternatives and offer clarity.
3. Quote sent — 42 of 61 = 68.9%. Owner: rental coordinator. Event: quote recorded and sent. If it drops: review missing details and response time; record why 19 available requests did not receive an offer.
4. Booking confirmed — 26 of 42 = 61.9%. Owner: booking team. Event: confirmation saved in the system. If it drops: record decline reasons and review price, terms and timing before changing the content.
5. Rental completed — 22 of 26 = 84.6%. Owner: operations. Event: equipment hand-off and return are recorded. If it drops: review cancellations, preparation and hand-off coordination.
6. Another booking — 8 of 22 = 36.4% within 90 days. Owner: sales team. Event: the same person makes a second booking; include only cases with a complete window. If it drops: check whether the offer and observation period fit the need to rent again.

VALID READING
Each rate uses the preceding stage as denominator, one unique person as the unit and the same entry cohort. The figures are hypothetical and demonstrate the calculation only. They are not benchmarks.
The count begins with 100 enquiries, not impressions or reach. Report those measures separately. Do not divide analytics sessions by CRM enquiries, or sales by reach, unless systems let you join the same unit, event and period.
If you cannot preserve an ID between systems, show the counts separately and record the gap. Do not fill missing data with an estimated rate.
A drop shows where to investigate; it does not explain the cause by itself. Record reasons consistently before changing budget, channel or creative.

BEFORE SHARING THE REPORT
[ ] I defined a unit and deduplication rule.
[ ] I wrote down the cohort, entry date and follow-up close date.
[ ] Each event has an owner and a recording source.
[ ] Numerator and denominator belong to consecutive stages in the same cohort.
[ ] Bookings, completed rentals and repeat bookings have separate definitions.
[ ] I labelled this example's figures as hypothetical and replaced them before use.
[ ] I report impressions, clicks, sessions, enquiries and sales separately when they do not share a unit.

SOURCES AND LIMITS
LinkedIn Marketing Solutions, stages of the funnel: https://business.linkedin.com/advertise/resources/marketing-terms/stages-of-the-marketing-funnel
It describes common stages and notes that they can vary by business or industry; its metrics are provider marketing material.
Google, Decoding Decisions: https://www.thinkwithgoogle.com/_qs/documents/18366/Decoding_Decisions_Marketing_in_the_Messy_Middle.pdf
It describes exploration and evaluation cycles in purchase decisions across categories; it does not study a specific social media funnel.
Google Analytics, campaigns and traffic sources: https://support.google.com/analytics/answer/11242841?hl=en
It documents campaign parameters; a tag does not prove causality or incremental sales.

The map, case and calculations are original editorial work. They are not measured data or a promise of results.