Overview
The Industry Funnel Overview benchmarks the complete customer lifecycle from acquisition to retention through comprehensive industry benchmarking. This dashboard analyzes efficiency across the entire funnel—comparing top-of-funnel traffic generation against bottom-of-funnel recurring revenue—to evaluate Marketing Efficiency Ratio (MER) and new user growth.
Integrations Required
Paid Media (e.g., Google Ads, Facebook Ads, etc.)
Digital Analytics (e.g., GA4)
OMS (e.g., Shopify)
Sections
Cost & Site Metrics – A high-level breakdown of efficiency and traffic metrics including Cost, CPA (Web), CAC (OMS), CPS, Sessions, Conversion Rate, Purchases, and New User Rate.
This answers: "How do our acquisition costs (CPA/CAC) compare to the industry average?" and "Is our site converting traffic as effectively as our peers?"
Top of Funnel Analysis – detailed performance metrics focused on new customer acquisition, including New Users, Orders (New), New Customer AOV, and Net Sales (New) with period-over-period change.
This answers: "Are we driving new user growth at a healthy rate?" and "How valuable are new customers upon their first purchase compared to the market benchmark?
Bottom of Funnel Analysis – A focus on retention and existing customer value, tracking Orders (Returning), Returning Customer AOV, and Net Sales (Returning).
This answers: "How strong is customer retention across the industry?" and "Are returning customers spending more per order than new customers?"
Total Performance – A summary of the ultimate business output, tracking total Net Sales and MER (Marketing Efficiency Ratio).
This answers: "What is the overall revenue trend for the industry?" and "How efficient is the industry's total marketing spend in generating revenue?"
