Cheap clicks or real customers?
Golden lays out the whole funnel for every channel and prices each stage, so next quarter's budget goes where customers actually come from.
Everyone has a winning metric
Sam leads growth at a direct-to-consumer brand spending across five channels. Paid social reports the cheapest clicks in the company. The affiliate manager reports the best click-through rate. The email team says nothing at all.
Budget review is next week, and each team's favorite number stops at a different stage of the funnel. Sam needs one view that runs from impression all the way to purchase.
One funnel, priced stage by stage
Golden relates the touch data to monthly spend at their own grain, so spend never gets double counted. Then it builds the funnel by channel and finds the bottleneck stage for you.
Cost per click, click-to-purchase rate, CAC, and ROAS sit side by side in one table. The channel that looks cheapest and the channel that actually returns the most stop being a matter of opinion.
How Golden answers it
Connect spend to touches
Bring in touches and monthly spend, then relate them on channel, campaign, and month. Golden aggregates each table before combining, so SUM of spend stays honest.
Build the funnel
A funnel of distinct users by stage shows each step's count, its share of the top, and its conversion from the step before. Golden marks the worst transition as the bottleneck: click to signup.
Compare channels
Add Channel to color and filter to Paid Social alone. Its click-to-signup rate is about half the company average.
Price every stage
A channel economics table sorted by ROAS puts Email first and Affiliate last. A bar of CAC by channel makes Affiliate impossible to miss.
Plot cheap against good
A scatter of cost per click against click-to-purchase rate, sized by spend. Paid Social sits bottom left: cheapest click, weakest conversion.
What the budget review hears
- 01Paid Social buys the cheapest clicks at $1.08 and converts only 4.2% of them to purchases
- 02Email returns $8.21 for every dollar spent, with the lowest CAC at $13.52
- 03Affiliate CAC is $84.99, 3.3 to 3.6 times every other channel, and ROAS barely clears 1
- 04Across the year: 12,150 impressions, 481 purchases, $47,706 in revenue on $14,250 of spend
Size the shift
Run Explain Change on Paid Social's monthly ROAS, October against November, to see if the Q4 spend lift bought proportionate revenue. Then forecast purchases by channel for next quarter to size the move.
Generate a data story for the budget review (the Affiliate CAC finding leads), and share the dashboard so each channel owner can filter to their own campaigns.
Put budget where customers come from
Sign up for early access and price your funnel, channel by channel.