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How to create a Marketing Funnel Dashboard for Google Data Studio

This article was written to accompany the ‘Marketing Funnel with Google Analytics Dashboard’.  It can be used as a walkthrough to setup the dashboard

Target audience: Online Marketing, Controllers, Chief Marketing Officers (CMOs)

Reading time: 10 min.

Difficulty Score: 6 of 10

In today’s increasingly complex digital world it’s critical for companies to have constant visibility into the investments they make, the audiences they acquire and whether their business goals are being met.

One very effective measure to keep a constant overview of lead/buyer potential and costs is through the use of marketing funnels. As a crucial tool for CMOs, online marketing staff and controllers, they can be developed and displayed in Google Data Studio to combine online marketing sources via the supermetrics extension, creating a centralised and comprehensive data solution.

In our previous article, we looked at how to connect a report to Google Analytics. In this piece, we’re going to take a closer look at how to create a marketing funnel within Google Data Studio. 

Why do I need a marketing funnel?

Before getting further, let’s just take a look at the steps that go into a typical marketing funnel:

Funnel stageExplanation
AwarenessThe very first set of data, consisting of the number of click throughs (minus bounces) from paid campaigns, which shows page visitors to the website. Let’s consider this number of people as ‘100%’.
EngagementHere, we pre-qualify our site visitors by letting them actively interact with the website, such as clicking a CTA button. By filtering for interested site visitors, our number of users is reduced to about 20-30%.
LeadIn order to differentiate visitors who are ‘ready to buy’ from the others, we can attempt to obtain data (such as names, email addresses etc) from them, which will then allow us to process them in a targeted manner via email or other means. 
By now, our visitors are just 10-15% of the original number from the top of the funnel.
SellThis is the final stage of the funnel, where actual sales or conversions are made. Broadly (and if marketing teams have been effective), this would be around 5% of your original site visitors.

Based on these broad steps it gets easier to imagine your own marketing funnel to measure which areas you need to improve on, and which ones are performing well. You can even implement different cost-per-acquisition elements for the different levels to operate with your Google Ads more efficiently

Or, if you’re just starting a new business, your marketing funnel can show you how much a sale will cost you in terms of advertising spend. By using this information you’ll be able to fine-tune your pricing to find that sweet spot between customer value and your own profit. 

What equipment or software do I need? 

There are just two things that you’ll need to set up your marketing funnel: 1; a website that is tracked by Google Analytics (together with goals and events) and 2; Google Data Studio (Connected to your Analytics account). 

Where do I get a Marketing Funnel for Google Data Studio?

Building a good marketing funnel takes a lot of time and requires advanced knowledge of Google Analytics. Most businesses don’t have the resource to build their own, so they instead opt to use a template which has all of the functionality they already need. Templates are popular amongst businesses of all sizes and are the preferred cost-effective way to obtain and use marketing funnels.  

How to create your Google Data Studio Marketing Funnel

Step 1: Choose the right dimensions and metrics 

In general, there are no restrictions as to which dimensions and metrics can be used for the different funnel stages in Google Data Studio Report, but here are a few recommendations:

Funnel stageExplanation
AwarenessHere, we are mainly interested in the number of unique page visitors, first-time visitors, where they have come from, and the bounce rate..
EngagementYou can insert the users of the selected interaction here. The dwell time, bounce rate and time distribution of clicks on your CTA throughout the day can be very useful for later interpretation.
LeadsIn addition to the number of leads, you can also list their interests and interpret the information that Google Analytics provides, which will be valuable to your sales and marketing teams.
SellSales and revenue are likely to be one of your most important KPIs, so including them in your marketing funnel will help put all the data into perspective. 

Once you’ve clarified what you want to observe in terms of KPIs, then it’s time for the graphical design.

Step 2: Create a great design

Again, there are no limits here and the overall design is up to how you want to see the data. The main thing to remember is to keep the design clean and intuitive so that any readers can understand what they’re looking at. For some good examples, look at the templates here for inspiration. 

For convenience we have already created a template for a marketing funnel that you can purchase here

Ein Bild, das Screenshot enthält.

Automatisch generierte Beschreibung

Step 3: Placing the elements

Now that you have fixed the design and the dimensions and metrics, all you have to do is drag and drop the elements with the appropriate settings to the correct place in the report. 

Google Data Studio usually adds a title by default, but if you want to choose your own, here’s how: 

  • Add a calculated field
  • Add the name you want
  • Use a standard metric like ‘Sessions’ and multiply it by one


Step 4: Filter for events in the respective funnel stages

Almost there! The only thing missing is to add an appropriate filter to your elements so that the numbers correspond to the desired funnel steps. For example, this could be an event filter where the sum of users who have clicked on a CTA is displayed. 

Achieving this depends on your way of tracking in Google Analytics. The most common approach is to analyze the customer journey to identify which event is a unique identifier for the specific marketing funnel stages.

A normal customer journey might look like this:

  1. User visits the site. We do not need any filters yet as the standard metrics already measure this number by default.
  1. The user is interested in our product. Through their clicking of a CTA, we can implement a filter to the ‘user’ metric to count users only.


  1. The user is convinced – But they may still have some questions. A contract form is filled out.
  1. At this stage we consider him a lead – We once again measure all users that filled out a contact form by the standard metric ‘Users’ and the corresponding event filter.
  1. The user converts and becomes a customer – No metric is needed here. We can simply use the standard metric ‘Unique Purchases’.

This is a very basic scenario. For more information on how to use filters with more complicated settings in Google Data Studio, check out this article

Step 5: Enjoy your Marketing Funnel

You’re done! Now it’s time to gather the data and implement the key learnings you’ll make along the way. As you become more experienced, you’ll be able to make even more granular tweaks and truly unlock the Power of the Funnel.

Using our Marketing Funnel Template

If you prefer to use one of our premium marketing funnel templates, the below video will show you how to do it in mere minutes. Just copy the pre-made marketing funnel data studio template into your environment, adapt your filters to your specific events and you’re done!


There’s quite a lot to digest here, so here’s everything you just read in a few bullet points:

  • Online Marketing Funnels in Google Data Studio are a must for every entrepreneur who sells their products via his website
  • They help you get a detailed overview of your costs, recognize your optimization potential and adapt your business model based on the data
  • Building your own marketing funnel requires advanced knowledge of Google Analytics and experience in UX and visual design.
  • You can have your funnel pre-made, you can choose from a range of attractive and functional premium templates that do all the work for you. 

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