A funnel audit is a short, measured study of how your business turns strangers into repeat customers. It ends with a ranked list of fixes, each with an expected gross-profit value and a rough cost, so you can see which one pays first. It is the place to start when you don't know which part of your marketing is underperforming.
What the audit is, and what it is not
The audit puts a conversion rate on each of five stages: reach, enquiry, response, sale and repeat. It uses your real records, reconciled against your accounting, not the numbers ad platforms report about themselves.
It is not a branding exercise, a website redesign proposal or a sales pitch dressed as research. If the audit shows that your marketing is fine and the constraint is staffing, pricing or capacity, the report says so.
Who it is for
The audit suits Canadian businesses that already have some customers and some marketing, and want to know which part to fix:
- service businesses that rely on calls, texts and quote requests
- local retailers and clinics with walk-in and phone demand
- online stores and B2B firms with a website that should produce orders or meetings
- owners who have changed agencies at least once and still can't tell what worked
It is less useful for a business that has not launched yet; there is no funnel to measure. For that stage, our sister site GrowMyBusiness.ca offers a self-assessment you can work through first.
What's included
- Data gathering. Analytics, ad accounts, call and text logs, CRM or job records, and twelve months of sales by month.
- Reconciliation. We match what marketing tools claim against what your books show, and flag the gap.
- Stage rates. A single table with the five stage conversion rates and how each has moved over the year.
- Mystery enquiries. We contact your business the way a customer would, by phone, text and email, and time the replies.
- Customer interviews or review analysis. Why buyers chose you, and why lost prospects didn't.
- Ranked fix list. Each fix with an estimated gross-profit value, cost, effort and the measure that will show whether it worked.
- Walk-through. A call to go through the plan line by line with you and anyone you want in the room.
Timeline
| Week | Work |
|---|---|
| 1 | Access, kick-off interview, tracking check |
| 2 | Data pull and reconciliation |
| 3 | Mystery enquiries, customer and lost-deal research |
| 4 | Stage model, fix list, draft plan |
| 5 | Walk-through and final plan |
Delays almost always come from access. If your website or ad accounts are owned by a former vendor, recovering them becomes the first fix.
How results are measured
The audit itself is judged on two things: whether the baseline numbers hold up when you check them against your books, and whether the first recommended fix moves its target stage within the agreed test window. Each fix in the plan comes with its own metric, such as "median reply time below one hour" or "visit-to-enquiry rate from 1.8% to 2.5%", so progress can't be argued about later.
Analytics and growth reporting carries the same scorecard forward month by month if you want us to keep measuring.
Mistakes we see in DIY audits
- Counting leads twice. A caller who also emails shows up as two leads, which inflates the enquiry rate and hides the close-rate problem.
- Trusting platform conversions. Ad platforms often credit themselves for sales that came from repeat customers or referrals.
- Ignoring stage 5. Repeat and referral business is frequently the cheapest growth available, and it rarely appears in marketing reports.
- Fixing the most visible problem. A dated website is easy to notice; a 20-hour reply time is not, and it usually costs more.
- Skipping the money. A stage rate means little until it is multiplied by your gross profit per sale.
Next step
If you want to try a rough version yourself, our funnel math guide shows the calculation with a template. If you'd rather we do it, see pricing for how projects are scoped, then call, text or email from the contact page.
Frequently asked questions
How long does the audit take?
Usually three to five weeks, depending mostly on how quickly we can get access to your analytics, ad accounts, phone records and sales figures. The written plan is delivered at the end, with a walk-through call.
What do you need from us?
Read access to your website analytics, ad accounts and CRM or job software, a sales summary by month for the last year, and an hour or two of your time for interviews. If some of that doesn't exist, we note it as a finding.
Do we own the plan if we don't continue with you?
Yes. The plan, the data you gave us and any tracking we set up belong to you. Many owners hand the plan to their own staff or another vendor.
What does an audit cost?
It is usually scoped as a project. Project work in our pricing starts at $3,500 plus GST/HST, and the exact figure is confirmed in writing in your proposal before anything starts.