One-minute refresher
- Each stage is a multiplication: people in × conversion rate = people out.
- Chain the stages: 10,000 × 2% × 25% is just arithmetic, done left to right.
- Cost per anything = spend ÷ how many of that thing came out the bottom.
- Planning runs the funnel backwards: divide the target by each rate, moving up.
stage out = stage in × CVR · CPA = spend ÷ conversions