Funnel auditKaldera Analytics, Boise, Idaho
Where your funnel loses deals, and whether your reports could tell you.
The Funnel Audit traces the path from first click to booked conversation, checks every number against its source, and returns a sequenced plan with the evidence behind it. Not a dashboard review. An investigation.
- Scope
- Acquisition to booked conversation, or your equivalent outcome
- Output
- Findings, confidence levels, evidence index, sequenced plan
- Access
- Read-only. Nothing is changed in your accounts during the audit
[ 01 ]The problem
Two problems that usually wear one coat.
When leads stop arriving, the question is never just "what is wrong with the funnel." It is also "can the reporting even say." A dashboard that renders is not the same as a dashboard that is connected to the outcome the business runs on. A conversion count of zero can mean no one converted, or that nothing was ever defined as a conversion.
These are different problems with different fixes. Spending on media to fix a measurement problem wastes the budget. Rebuilding measurement when the offer is the problem wastes the quarter. The audit separates them before recommending either.
[ 02 ]What we examine
The whole path, scoped to your business.
Not every engagement needs every item. Scope is set against your business model, the evidence available and the access you can grant.
Acquisition and traffic quality
Which channels bring people who behave like buyers, which bring volume that never engages, and what cannot be told apart yet.
Paid campaign structure
Objectives, optimisation events, placements, spend by ad set, and whether the platform was ever told what a lead is.
Landing pages, offers and forms
Every path a prospect can take, walked as a buyer. Field counts, friction, what fires on completion, where the path ends.
Calls to action and booking
Whether the highest-intent click can actually do what it promises, and where a request to book turns into a request to write.
Analytics instrumentation
Event definitions, key events, duplicate or missing tags, and whether any event anywhere means "a lead happened."
Attribution and reconciliation
Figures that appear in two systems, placed side by side. Agreement is confirmation; disagreement is a finding.
CRM, routing and follow-up
Where captured leads go, whether they arrive, who is told, and what the automation does and does not do after the first touch.
Reporting infrastructure
What the dashboards are connected to, under whose accounts, and which tabs describe the business versus decorate it.
Prioritised opportunities
What to fix first, what each fix requires, and what it is meant to settle. Ordered so each step establishes what the next depends on.
[ 03 ]What you receive
A report you can act on and an analyst can check.
Written for the founder or executive who has to decide, with enough detail for the marketer, analyst or developer who has to validate it.
- Summary
- The business problem, the primary findings, the recommended direction
- Scope
- Period reviewed, systems examined, access granted, sources used, limitations
- Funnel
- The acquisition-to-outcome path, with what is measured, partly measured, unmeasured or broken
- Findings
- Each with its evidence, business implication, confidence level and limits
- Measurement
- Tracking, event definitions, attribution, reporting reliability, reconciliation
- Plan
- Sequenced actions with prerequisites, intended outcomes and how to validate each
- Open questions
- What remains unknown, and the test or access that would settle it
- Evidence index
- Every figure traced to the screenshot, export or observation it came from
- Readout
- A working session to walk the findings and agree the first moves
[ 04 ]How it works
Six steps, in order.
- 01
Scope and access
A conversation about what you sell, how you grow today and where it stalls. We agree the outcome that counts, the systems in scope and the read-only access you can grant.
- 02
Read the reporting as given
Dashboards, weekly reports, platform exports. We note what each asserts, what it declines to say, and which accounts it runs through.
- 03
Go to the primary sources
Reports describe; platforms show. We open the ad accounts, analytics, CRM and site that the reports are supposed to summarise, as far as access allows.
- 04
Walk the funnel as a buyer
Click what a prospect clicks. Read the forms. Watch the network. Record what fires, where each path ends and what a completion looks like to your systems.
- 05
Reconcile and retest
Figures that appear in two places are compared. Every conclusion, including our own first draft, is tested against the evidence and labelled with its confidence.
- 06
Readout and plan
Findings, a sequenced plan and the open questions, delivered as a private report and a working session. Then the first fixes, if you want us to make them.
[ 05 ]How findings are validated
Every claim carries its evidence and its confidence.
Seen directly in a primary source
A figure we read in the platform, a path we walked, a request we watched fire.
Consistent across sources
Two systems agree, or a report figure reconciles to the platform behind it.
Plausible, not yet shown
One source, a client statement, or an inference. Labelled as such, with the test that would settle it.
Outside the access we had
Stated plainly, with the access, approval or experiment required. We do not fill gaps with guesses.
We distinguish platform data, reporting outputs, client statements, direct observations and inferences, and we say which is which. When a second look overturns a first-pass conclusion, the report says so and explains why.
[ 06 ]Why this is different
A dashboard review reads the numbers. An audit asks where they came from.
| A conventional marketing audit | The Kaldera Funnel Audit |
|---|---|
| Summarises the metrics the dashboard already shows | Traces each metric to its source and checks whether the dashboard is connected to the outcome at all |
| Treats a rendered chart as a true one | Reconciles figures across systems and treats disagreement as a finding |
| Reviews the funnel from the analytics seat | Walks the funnel as a buyer and watches what the site actually does |
| Presents conclusions with uniform confidence | Labels every conclusion confirmed, supported, tentative or unknown |
| Recommends more spend or a new tool | Sequences fixes so measurement is trustworthy before performance is judged |
| Ends with a slide deck | Ends with a traceable report, an evidence index and a working session |
[ 07 ]Who it is for
Built for businesses where a conversation closes the deal.
The audit fits companies that sell through a pipeline: a form, a call, a proposal, a close. Professional services, training and coaching firms, B2B software and services, agencies, and any founder-led business where marketing is supposed to produce booked conversations and nobody can say with confidence whether it does.
It is not a fit for high-volume e-commerce measured purely on return on ad spend, or for teams that want a new dashboard rather than an answer to why the current one cannot explain performance. Scope and fee are agreed in writing before work starts, and the audit changes nothing in your accounts.
[ 08 ]Begin
Tell us where growth stalls.
Write a few lines about what you sell, how you get leads today and where it breaks down. You will get a reply with an honest read on whether an audit would help, what it would cover and what access it would need.
Or email [email protected].