How to play Funnel Finder
Each round describes one marketing tactic. Tap the funnel stage it serves and press Check. You get a one-line reason after every answer.
A correct answer scores 10 XP and a perfect run adds 20 XP. A wrong answer costs one of your five hearts. The ten tactics are drawn from a set of seventeen.
The four stages
- Awareness. People who do not know you exist find out that you do. Outdoor ads, sponsorship, press coverage and widely shared content work here. Success is measured in reach and impressions.
- Consideration. People who know you are comparing you with alternatives. Comparison guides, demonstrations, case studies and reviews help them judge. Success shows up as engaged visits, sign-ups and enquiries.
- Conversion. People who are ready to buy need a reason to act now and as few obstacles as possible. Basket reminders, simple checkouts and time-limited offers belong here. The measure is conversion rate.
- Retention. People who have bought are encouraged to stay and buy again. Onboarding, loyalty programmes, renewal reminders and win-back campaigns do this work. The measures are churn and repeat purchase rate.
Why the stage matters
A tactic used at the wrong stage wastes money. A discount code shown to someone who has never heard of the brand rarely works, because that person has no reason to want the product yet. A brand film shown to someone with a full basket delays the sale.
The stage also decides the metric. Judging a billboard by direct sales, or a basket reminder by reach, leads to the wrong conclusion about both.
Where budgets go wrong
Many companies spend most of their budget at the top and bottom of the funnel and little on retention. Keeping an existing customer is usually cheaper than winning a new one, so the last stage often gives the best return. A healthy plan has at least one tactic working at every stage.
The marketing guides go deeper into each stage. To practise the numbers, play Metric Match or try the ROAS calculator.
Marketing guides
Shared AI Training Opt-Out in Robots.txt, October 30, 2026: Notes for Marketing
On October 30, 2026, OpenAI, Google, Microsoft and Anthropic said they will honor a single robots.txt token that lets websites opt out of AI training in one step.
Meta Indefinitely Delays Commercial Terms Update, October 28, 2026: Notes for Legal and Marketing
Meta said on October 28, 2026, that it may delay its revised commercial terms beyond November 20 pending further consultation with publishers and industry groups.
NPS, Decoded: What It Actually Means
NPS, or Net Promoter Score, is a customer loyalty metric based on one question: how likely are you to recommend us to a friend or colleague, from 0 to 10? People who answer 9 or 10 are promoters, 7 or 8 are passives, and 0 to 6 are detractors. NPS equals the percentage of promoters minus the percentage of detractors.