Discover · Add-on
Map and analyse the growth funnel
Map how people discover, try, adopt, pay for and recommend your product, and find where most are lost.
About 2-4 daysEvergreenLast reviewed 5 November 2026
Who this applies to
- Skills it builds
- Data and measurement
- PM types
- Growth
- Product types
- All
- Starting points
- All
- Ways of working
- All
- Experience
- All
- Size of organisation
- All
Steps, by experience
Beginner (under 1 year)
- List the stages: discover, sign up, first value, regular use, pay, recommend.
- Measure how many people reach each stage.
- Find the biggest drop-off.
- Split by channel and user type.
- Pick the stage where improvement would matter most.
Intermediate (1 to 4 years)
- Map and measure the full funnel.
- Segment by channel and cohort.
- Prioritise the highest-leverage stage.
Experienced (5+ years)
- Model growth loops, not just the funnel.
- Link funnel stages to unit economics.
- Set growth goals by stage.
Who can do this
Owner: Product manager
Can be delegated to
- Data Analyst or Data Scientist / ML Engineer: Build the funnel analysis
Reviewed by: Data Analyst
Tool examples
- Amplitude
- Build a funnel from sign-up to first value and break it down by channel.
- Mixpanel
- Use funnels and cohorts to find drop-offs.
- Google Analytics 4
- Use a funnel exploration for acquisition stages.
Definition of done
- Funnel mapped and measured
- Biggest drop-off found
- Priority stage chosen
Common pitfalls
- Focusing only on acquisition
- Ignoring cohorts
- Vanity metrics
If you lead the team
What good looks like: Teams know each step from discovery to recommendation and where most people are lost.
Ask your PM
- Where in the funnel do we lose the most people?
- Which step are we focusing on this quarter, and why?
Warning signs
- Growth work is spread thinly across every step.
- Teams optimise top-of-funnel numbers while retention falls.