Use this guide to plan and structure your marketing funnel dashboard in Looker Studio (formerly Google Data Studio) or another platform. The goal is to give your team and stakeholders a single view of funnel health , from traffic to revenue.
You can either:
| Stage | Goal | Example Metrics |
|---|---|---|
| Top (TOFU) | Attract visitors / awareness | Sessions, users, bounce rate, new vs. returning traffic |
| Middle (MOFU) | Convert traffic into leads | Leads captured, form submissions, MQLs, scroll depth |
| Bottom (BOFU) | Drive purchase or handoff to sales | SQLs, demo bookings, sales pipeline, conversion rate |
| Revenue | Track sales and ROI | Revenue, CAC, LTV, ROAS, payback period |
| Retention | Keep and grow customers | NPS, churn rate, repeat purchases, referral signups |
Use these sections as dashboard pages or cards in Looker Studio.