Funnel Mapping

Funnel Mapping is a method used to create and visualize a potential customer’s path from first learning about a product or service to taking a final action, usually purchasing.

This map details potential customers’ steps from their first interaction with your product to the final stage of purchasing or becoming a repeat customer. 1


The primary purpose of funnel mapping is to identify and understand each step a customer goes through in the decision-making process.

It helps pinpoint where potential customers might lose interest or leave, highlighting areas that need improvement. 2


Here are some common places where funnel mapping might be used:

  • Digital Marketing: Marketers use it to see how their online ads and campaigns lead people to buy products. It helps them fine-tune their strategies to get better results.
  • E-commerce: Online stores map the steps from when someone first sees a product to when they buy it. This helps find and fix any issues that might cause people to leave without buying.
  • B2B Sales: In business-to-business sales, where selling can take longer and involve more steps, funnel mapping helps track the entire process. This makes it easier to understand where improvements are needed.
  • Software Sales (SaaS): For businesses that sell software subscriptions, funnel mapping helps understand how trials lead to paid subscriptions and how to keep customers engaged.
  • Content Marketing: This helps ensure that content (like blogs or videos) moves potential customers further toward a purchase at every stage of their journey.
  • Lead Generation: It’s used where businesses need to turn initial interest into solid sales leads, helping to pinpoint the most effective tactics.
  • Customer Experience: Businesses focused on making sure customers are happy to use funnel mapping to look at each point of interaction, aiming to make every step as good as possible.3


For example, a digital marketing agency created a funnel map to track the customer journey for a new online course.

The map outlined stages starting with initial awareness raised through Facebook ads, then engagement via blog posts and webinars, then conversion through a streamlined signup page, and ending with post-purchase follow-up emails for gathering course feedback.

The agency noticed a significant dropout at the signup stage using this map.

They responded by simplifying the signup process, which led to better conversion rates.

Related Terms


1. ZoomInfo. (n.d.). Funnel mapping: How to plan your sales funnel: ZoomInfo. ZoomInfo Blog.

2. Brooks, A. (2022, April 14). Top 7 funnel mapping tools to map & simulate your growth. Venture Harbour.

3. Verified Market Reports. (2023). (rep.). Global Funnel Mapping Tool Market By Type (Cloud Based, On-premises), By Application (SMEs, Large Enterprises), By Geographic Scope And Forecast. Retrieved April 16, 2024, from

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