Funnel Analysis Guide

Reading Stage-to-Stage Conversion Rates

Each conversion rate answers: "Of the deals that entered Stage A during this period, what percentage also entered Stage B?"

A few things to keep in mind:

• Conversion rates can exceed 100% in short date ranges if deals that entered Stage A in a prior period advance to Stage B in the current one
• Lower conversion at a specific stage is not inherently a problem — it may reflect intentional qualification. A low Discovery → Proposal rate could mean you're having exploratory conversations with many people and only proposing to those who are a fit
• Conversion rates are most meaningful over longer periods (90+ days) where the sample size is large enough to show patterns rather than noise

Filtering the Funnel

Combining date range and source filters is particularly useful for understanding whether different client acquisition channels produce deals that convert at different rates through your pipeline.

Identifying Bottleneck Stages

A bottleneck is a stage where conversion drops notably compared to other stages. To identify them:

Referral Funnel vs. Pipeline Funnel

These are two separate analytics views that measure different things:

A deal that originated from a referral link will appear in both funnels — the referral funnel tracks how they arrived, and the pipeline funnel tracks how they progress through your stages.

Policy Stack is a tracking and visualization tool. It does not provide financial advice, recommendations, or opinions on what you should do with your banking system.

Policy Stack is independent of and is not affiliated with, sponsored by, or endorsed by Infinite Banking Concepts, LLC or the Nelson Nash Institute.