Best Funnels report templates for marketing teams and agencies (2024)

What is a funnels report?

A funnels report is a tool that consolidates data from multiple sources (e.g., Google Analytics, CRM systems, e-commerce platforms) to track and display key performance indicators (KPIs) (e.g., conversion rates, drop-off rates, funnel progression), enabling teams to monitor funnel performance and create presentations for stakeholders. 

Funnels reports are typically created using flexible tools like Google Looker Studio, Power BI, Google Sheets, or platform-specific solutions to enable high customization and integration of multiple data sources.

What to include in a funnels report?

An actionable funnels report balances context and specificity based on the audience (executives, managers, and analysts) and their use cases.

Executive funnels reports

Executive reports for CMOs, CEOs, and clients show the bottom-line impact of funnel performance. Reviewed weekly, monthly, or quarterly, they include:

• Funnel ROI analysis: by stage, using attribution for large budgets (≈100k/mo).
• Unit economics analysis: CAC, LTV, payback, ARPU from funnel-acquired customers
• Cohort analysis: retention, expansion, and LTV by customer cohort (sign-up period, funnel stage)
• Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified Looker Studio reports.

Funnels manager reports

Manager reports have cross-funnel views with drill-downs to see performance by client, brand, region, team member, funnel stage, and campaign. They help align teams, define tactics, and include:

• Cross-funnel reporting: overall funnel, product, client, or region reporting across stages
• Goal tracking: compare current performance vs objectives
• Audits for prioritization and spotting issues 
• Competitive analysis for funnel and tactic mapping
• Topic, keyword, content, audience research

Operational Funnels Reports

Operational reports for analysts and channel managers have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:

• Conversion tracking: conversion rates, drop-off points, funnel progression
• Engagement: user interactions, session duration, bounce rates
• Lead nurturing: email open rates, follow-up actions, lead scoring

Operational funnels reports are highly customized, built in flexible tools like Google Sheets or Looker Studio to enable data cleaning, blending, annotations, and integrating multiple sources.

How to build a funnels report?

To build a funnels report, connect your data sources, choose a template on Looker Studio or Sheets, build your queries by selecting metrics and dimensions, choose charts to visualize your data, customize the report, design and share via link, PDF or email. 

Here’s the breakdown: 

Connect data sources

Define and connect the data sources to bring to your report. Common sources are Google Analytics for web analytics, CRM systems for lead data, and e-commerce platforms for sales data.

To connect your data sources, go to portermetrics.com, choose the data sources to bring to your report. 

You can follow these tutorials on connecting your data:

• How to connect data to Google Looker Studio
• How to connect your data to Google Sheets

Choose a template

Choose from dozens of funnels report templates in Google Sheets or Looker Studio, designed for use cases like funnel monitoring, conversion tracking, and lead nurturing. 

Learn to copy Looker Studio templates. 

While templates are the starting point. Make them specific for your business or agency. Map your specific metrics, especially custom conversions, CRM contact data, GA4 events, and all the fields and metrics that you define as "conversions" and "revenue".

Depending on your reporting tool—Google Sheets or Google Looker Studio, pick any of the dozens of templates created by our team and customers to solve your funnels reporting use cases, such as funnel monitoring, conversion tracking, and lead nurturing. 

Select metrics, dimensions, and charts

Once your report template is downloaded, you may 1)modify it or 2) create a blank page to build it from scratch. Whatever the case, setting up a query always follows these steps: 

1. Select the data source and the account connected to it
2. Choose metrics (e.g., conversion rates, drop-off rates, sessions, etc.). 
3. Choose breakdowns to segment your data (e.g., by date, funnel stage, user segment, etc.)

You can follow these tutorials on adding data to your reports

• Calculated fields
• Charts
• Data blending
• Grouping and tagging

Design

To make your funnels reports truly white-label you can add logos, colors, fonts, and styling to mirror your brand. 

Follow these tutorials to design your funnels reports:

• Design reports on Looker Studio
• Best practices on designing funnels reports

Share

Share your funnels reports via links, PDF, schedule emails, and control permissions.

KPIs to include in a funnels report?

Funnels reports should include a mix of funnel—visibility, engagement, conversion—, efficiency, effectiveness, revenue, and cost metrics and KPIs to fully understand the performance of funnels towards business goals. They include:

Funnels KPIs measure the buying process (from the marketer perspective), regardless of the channel: 

• Visibility metrics: impressions, reach, page views
• Engagement metrics: clicks, interactions, session duration, bounce rates
• Conversion metrics: custom conversions, leads, purchases, key events

Efficiency KPIs compare your funnel outputs to the cost, including:

• Visibility: CPM (Cost per Mille)
• Engagement: CPC (Cost per Click)
• Conversion: CPA (Cost per Acquisition), CPP (Cost per Purchase) 

Effectiveness KPIs compare the input with the output from one funnel stage to another

• Visibility: Frequency
• Engagement: CTR, engagement rate
• Conversion: Conversion rate

Sales and cost KPIs show the bottom-line impact of your funnel performance:

• Sales: customers, revenue
• Cost: ad spend, OPEX, payroll
• Efficiency: ROI, ROAS, CAC
• Effectiveness: AOV, ACV

To analyze these funnel KPIs, segment them by:

• Channel: paid, organic, referral

• Time: Hourly, daily, weekly, monthly

• Campaign: funnel stage, objective

• Business: client, branch, region

• Audience: geo, tech, demographics, interests, behavior, placement

• Content: creatives, format, topic, keyword