Which step of your funnel moves least reliably?
Spend buys visits, visits become sales, and each link has its own strength. A correlation matrix scores every pair at once, which is how you learn where scaling leaks before you scale.
Marketing Starter Statistics free
After you install, this is the model to open.
Spend, Visits, Sales: What Moves Together?
- In your spreadsheet, click the Sortia icon in the strip of icons down the right-hand edge. No strip? Click the arrow at the bottom-right to open it. You can also use Extensions, then Sortia, then Open Sortia.
- Click Start from a template and put that name in the search box.
- Pick the card with that name and click Load this template. It arrives on a new tab with real numbers already in it.
The answer
The links are not equally strong, and the weakest one is the one to watch:
- Spend and Visits
- 0.960
- Visits and Sales
- 0.779
- Spend and Sales
- 0.701
The chain is tightest one step at a time: money buys visits at 0.96, visits become sales at only 0.78, and the spend-to-sales figure of 0.70 is really those two links multiplied, which is why the end-to-end number is the weakest of the three. Two cautions the matrix cannot make for you: correlation is not causation (a seasonal wave could drive all three columns), and eight weeks is a start, not a verdict.
The model
Eight weeks of one funnel: ad spend, site visits, and closed sales, three equal-length columns. The matrix computes the correlation for every pair.
| Ad spend | $900 to $2,100/week |
| Visits | 5,300 to 12,100 |
| Sales | 133 to 267 |
| Correlation matrix | calculated |
Once it is in your sheet
- The model arrives with real numbers in it and runs as it stands, so you can press the button first and understand it second.
- Change the numbers to yours. The sheet marks which cells are inputs and which hold formulas, and most labels carry a note explaining the row.
- Press the run button at the bottom of the panel. It is labeled for the tool you are in, and the result lands on its own tab, with a written reading of it beside the figures.
Never used Google Sheets? Start here goes the whole way, in seven steps, and assumes nothing.
Next question
- Is that channel better, or just one big customer?Which Channel Brings the Big Spenders?
- How far is the campaign from breaking even?The Conversion Rate That Breaks Even
- The variant is up 25.9%. What lift can you actually promise?Did the B Version Win?
- How long does this A/B test have to run?How Many Visitors Does This Test Need?
- What does a margin of error of four points cost?How Many People Do We Have to Ask?
- A 7% margin in January. How often is the year a loss?Will the Retainer Book Cover the Year?
Every model like this one, and the method behind them: Statistics in Google Sheets.