Funnel Metrics

Each step's rate is divided by its target. The step with the lowest ratio is the constraint — it is costing more booked calls than any other step.

Steps whose denominator is below the minimum sample size are marked thin data and are excluded from the pick. A 0% close rate on 3 calls is not a signal, and chasing it wastes a month.

The prize figures hold every other step constant and raise only the constraint to its target, so they show what fixing that one step is worth on this period's spend.

They are reasonable starting points for a paid-social funnel selling a service to nonprofits, not researched benchmarks for your account. Replace each one with your own best month as soon as you have it — the diagnosis is only as good as the targets.