Marketing Funnel Analysis

Author: Kadence Leung 

Last Update：2026/04/12

Introduction

Standard advertising metrics tell you how much you spent and what you sold, but they rarely tell you where you lost the customer. The Marketing Funnel Analysis model solves this by providing a clear, end-to-end view of how your ads influence shoppers across the entire customer journey.

It visualizes exactly how users progress from initial awareness (ad exposure) to consideration (detail page views), conversion (purchases), and loyalty (repeat purchases). By showing you the complete picture, this model helps you understand not just what your final outcomes are, but exactly how those outcomes are driven.

When to Use This Report

It is often difficult to tell if poor sales are caused by insufficient reach, weak ad engagement, or a poor on-site experience. Pull this report when you need to diagnose your campaign performance step-by-step and patch the leaks in your sales funnel:

• Identify Conversion Bottlenecks: Figure out if a drop in sales is a media problem (low ad engagement) or an on-site problem (weak product pages).

• Optimize the Media Mix: Compare how different ad types successfully (or unsuccessfully) push shoppers down the funnel.

• Build Precision Retargeting: Instantly create custom audiences based on exactly where shoppers abandoned the funnel.

How to Use It

To give you complete diagnostic control, this model provides two distinct funnel views depending on what you are trying to evaluate:

 

Model	The Goal & Why It Matters	Strategic Scenario	Tips
Impression Funnel - ( * AdImpression)	Goal: Track how effectively ad exposure drives users from awareness to repeat purchases. Why: You know your spend and sales, but not where users drop off post-ad. This isolates whether your ads are actually moving users down the funnel or failing at the engagement stage.	A brand wants to evaluate ad effectiveness. They use this funnel to see how many exposed users proceed to view the detail page, buy, and repurchase. This pinpoints if the issue is ad reach, mid-funnel engagement, or final conversion efficiency.	Compare different campaigns or strategies to identify which drives stronger funnel progression.     * FSI Users: Include Subscribe & Save (SnS) to track long-term loyalty performance.
Brand View Funnel - (Total Ad-Exposed Traffic within 28 days)	Goal: Evaluate how effectively your product pages convert interested shoppers, including those who converted outside the standard attribution window (but saw an ad within 28 days).   Why: Not all issues are ad-related. Strong traffic sent to a weak product page won't convert. This helps determine if the bottleneck is the on-site experience.	A brand sees strong ad traffic but low sales. They use this funnel starting at the Detail Page View. If drop-off is high here, they know they need to fix product content, pricing, or reviews, not the advertising strategy.	Compare different ASINs or product groups to flag underperforming pages.   * FSI Users: Include SnS to measure true organic loyalty.

FAQ

Q: How far back can I analyze my funnel data?

 A: You can pull data from up to 13 months ago. This is the maximum lookback window that Amazon Marketing Cloud allows.

Q: Does this report include organic (non-ad) traffic?

A: Out of the box, no. The standard model only tracks shoppers who saw or clicked your ad within the last 28 days. To see 100% true organic traffic—meaning shoppers who bought without ever seeing an ad—you need to have the Amazon Shopping Insights (FSI) subscription.

Q: If the standard model doesn't show organic traffic, what is the "unattributed" traffic I see in the Brand View Funnel?

A: This trips up a lot of people. "Unattributed" does not mean organic. It just means the shopper bought your product outsideof Amazon's standard 7- or 14-day credit window, but they did still see your ad within the last 28 days. Again, for true organic data, you need the FSI subscription.

Q: Can I change the steps in the funnel?

A: Absolutely. You can filter the funnel down to specific products (ASINs) or campaigns. You can also swap out the goals at each stage—for example, changing the final step from standard "Purchases" to "Subscribe & Save" signups.

Q: How do I retarget the shoppers who dropped out of the funnel?

 A: You can build audiences directly from the dashboard. Just click on a specific drop-off point—like "Viewed product but didn't buy" or "Bought once but didn't repeat"—and the system will instantly generate an audience segment you can plug right into your retargeting campaigns.

Glossary