Map a Client’s Sales Funnel

One picture that shows how a business actually gets customers, and where it leaks. Every good strategy starts here.

30–60 minutes

Verified by Hassan Rawther ·

Hassan Rawther is the Founder, Unlearn Academy. Written by the Unlearn Academy team.

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The short answer

To map a sales funnel, list where customers first find the business (traffic sources), the page or place they land, the offer they see, and each step until they buy, including follow-ups like WhatsApp, calls or email. Draw it left to right as boxes and arrows, check it against GA4’s path and conversion data, then share it with the client.

Before you start

By the end of this SOP

A shared funnel map the client agrees with, with the leaks marked.

Time
30–60 minutes
You’ll need
A conversation with the client, GA4 access if available, and a whiteboard tool (Google Drawings, Canva, FigJam or Miro).
Who does this
The marketer or freelancer working with the client.
About this SOP: why it matters, where and when

Why it matters: You can’t improve what you can’t see. The map shows where to spend and where people drop off.

Where: In a whiteboard tool, with data from GA4 and the client.

When: At the start of every client project, and whenever the funnel changes.

Stage 1

List the steps

  1. 1

    Ask the client (and check yourself):

    • Traffic: how do people first find you? Google, Instagram, ads, referrals, walk-ins?
    • Landing: where do they arrive? Homepage, a landing page, Instagram profile, WhatsApp?
    • Offer: what do they see first? Free demo class, consultation, discount, brochure?
    • Follow-up: what happens after they enquire? Call, WhatsApp, email, visit?
    • Purchase: where and how do they pay?
  2. 2

    Fill gaps with GA4: Reports → Acquisition → Traffic acquisition for sources, and Explore → Path exploration or Funnel exploration for the steps visitors take.

Stage 2

Draw the map

  1. 1

    Draw boxes left to right: Traffic → Landing → Offer → Follow-up → Purchase. Connect them with arrows.

  2. 2

    Start simple, then add detail. Example for a training institute:

    • Simple: Instagram ads → Landing page → Free demo class → Counselling call → Enrolment.
    • Detailed: “Reel: 3 skills employers want” → “Page: Digital Marketing course” → “Offer: free demo Saturday” → “WhatsApp reminder + counsellor call” → “Enrolment with fee”.
  3. 3

    Write the numbers you know on each arrow, e.g. 2,000 visits → 120 demo sign-ups → 40 attend → 12 enrol.

    Tip

    The biggest drop between two boxes is usually the first thing to fix.

Stage 3

Mark leaks and share

  1. 1

    Mark each leak with a short note, e.g. “Half of demo sign-ups never get a reminder.”

  2. 2

    Share the map with the client (comment access) and walk them through it. Correct anything you got wrong.

  3. 3

    Use it in your proposal (SOP 038) and campaign plan (SOP 075).

Practice & check

Now do it for real

Reading is not doing. Open your own account and complete this task before you move on.

Practice task (5 min)

Map the funnel of a business you know (a gym, clinic or coaching centre) with at least five boxes and one marked leak.

Prove it

1. Where do you usually start fixing a funnel?
2. Which GA4 tool helps you see the steps visitors take?

Two questions. Get both right and this SOP is done.

Common questions

What are the stages of a sales funnel?

Usually traffic (awareness), landing and offer (interest), follow-up (consideration) and purchase. Many businesses also add retention and referrals after the sale.

What free tool can I use to draw a funnel?

Google Drawings, Canva, FigJam or Miro’s free plan all work. Boxes and arrows are enough.

Done. That’s a real skill, not a certificate.

Next: SOP 039 — Onboard a New Marketing Client: Welcome Email and Kickoff Call →

Want to do this on real client budgets, with a mentor checking your work? That’s Level 2 at Unlearn. See the Digital Marketing track