A marketing funnel is a great way to track how potential customers move from being aware of your product to making a purchase. But how do you keep track of all that data? One simple and effective way is using a pivot table in Google Sheets.
What Is a Marketing Funnel?
Think of a marketing funnel as a roadmap for your customers, from the moment they hear about your brand to when they make a purchase and even beyond. It’s shaped like a funnel, with different stages—awareness, interest, decision, and action—representing potential customers’ engagement at each step.
As they move through these stages, the number of people typically decreases, which is totally normal. This model helps marketers figure out the best strategies and messages to use at each stage, ensuring they guide prospects smoothly toward purchasing while also focusing on keeping them loyal and happy in the long run.
Step 1: Prepare Your Data
First, you must have all your marketing data in one Google Sheet. Make sure your data is well-organized with clear headings. Typical columns might include:
- Lead Source (where the customer came from)
- Lead Status (New, Engaged, Qualified)
- Date (when the lead was added)
- Conversions (whether the lead made a purchase)
Step 2: Use Dropdowns for Recurring Information
You can automate your tracker by using dropdown menus for recurring information, such as Lead Source and Lead Status. To do this, select the column where you want to add a dropdown menu, then click Insert > Dropdown. Once the sidebar is open, you can now add your options.
Step 3: Enter and Highlight Your Data
Once your data is ready, highlight the entire range of your information. You can do this by clicking and dragging across all your rows and columns. Now, you’ll insert a pivot table.
To do this, click on Insert from the top menu. Select the Pivot table.
In the pop-up, choose where you want the pivot table to appear: in a new sheet or the same sheet as your data.
Step 4: Set Up Your Rows
In the pivot table editor on the right-hand side, under Rows, click Add and select the column representing different stages in your marketing funnel (example: Lead Status). This will add each lead status as a row in your pivot table.
Step 5: Add Data to Values
Now, you’ll want to see how many leads are in each stage. Under Values, click Add and select the same column you used in the rows (exmaple: Lead Status). Google Sheets will automatically count how many leads are in each status. If it doesn’t, change the setting from SUM to COUNTA (count all non-empty cells).
Step 6: Add Filters (Optional)
You can use filters if you have a lot of data and want to focus on specific details. For example, under Filters, click Add and select the Conversion column. You can now choose to show only leads from certain sources.
Step 7: Create Visuals (Optional)
If you want a more visual way to look at your data, you can create a chart from your pivot table. Highlight the table data. Click Insert and then Chart. Choose the chart type you want to visualize the flow of leads through the funnel.
Get the Free Marketing Funnel Tracker
Get a copy of the free Marketing Funnel Tracker. I’ve populated some cells as examples, but you can customize them as needed.
Final Thoughts
Tools like pivot tables aren’t just about organizing numbers. They’re about gaining clarity and making informed decisions without getting bogged down in complexity. For me, it’s all about being able to quickly spot where the opportunities and bottlenecks lie. The more you can streamline your process, the more time you have to actually focus on connecting with your customers and fine-tuning what works.
Frequently Asked Questions
Can I filter my pivot table to see specific data?
Yes! In the pivot table editor, go to the Filters section. For example, you can filter by Lead Source to focus on leads from social media or other channels or by Date to analyze a specific period.
How can I track lead conversion rates in the funnel using formulas?
You can calculate conversion rates with a formula: =COUNTIF(Lead Status Range, “Converted”) / COUNTA(Lead Status Range). This will give you the percentage of leads that have converted from the total number of leads in your funnel.
How do I visualize my marketing funnel data?
Once your pivot table is set up, you can create a chart to visualize your funnel data. Highlight your pivot table data. Go to Insert > Chart, and select the chart type that best fits your data. This helps you see trends and patterns more clearly.
