Full-Funnel Marketing Scorecard
Answer 20 quick statements to score your awareness, consideration, conversion and retention, and see which stage to fix first.
Runs entirely in your browser. Your answers aren’t sent anywhere or stored.
Awareness
We can explain who our ideal customer is and why they should choose us in one sentence.
We reach new, relevant people every month through ads, content, social or PR.
We know which channels bring us our best new visitors.
Our brand looks and sounds consistent everywhere it appears.
We show up regularly with content or video on the platforms our audience uses.
Consideration
Our website clearly explains what we do, who it’s for and why to choose us.
We show proof, like reviews, case studies, testimonials or results.
We retarget people who visited but didn’t buy or enquire.
We capture emails or leads and follow up with useful content.
We appear in search for the terms our customers actually use.
Conversion
Every key page has one clear next step.
Our pages load quickly and work well on mobile.
We track conversions accurately with GA4, pixels or conversion APIs.
We know our cost per lead or sale, and our break-even point.
We regularly test offers, pages or ads to improve results.
Retention
We follow up with customers after they buy.
We have a way to win repeat business, such as email or CRM journeys, offers or account management.
We ask for reviews and referrals as part of our process.
We know our repeat purchase or retention rate.
We know who our most valuable customers are and look after them.
How to use it
- Answer each statement honestly. “Partly” is fine. Most businesses have a few.
- Your score appears once all 20 are answered, with a breakdown by stage.
- Start with the weakest stage, because fixing the biggest leak usually pays back fastest.
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