MARKETING FUNNEL WORKSHEET — Space Office
Guide: https://www.spaceoffice.ai/blog/marketing-funnel
Prepared: 2026-10-22. Copy and adapt; examples below are fictional.

1. ONE OFFER AND AUDIENCE
Primary planning question:
Audience / evidence / hypotheses:
Offer / scope / exclusions:
Price and conditions approved by:
Capacity / delivery owner:
Business facts / dated sources:

2. STAGE PLAN
Stage | Customer question | Evidence or hypothesis | Useful content |
Next action | Receiving owner | Acceptance check
Awareness:
Consideration:
Conversion:
Loyalty:
People may enter later, revisit questions, or use an unobserved route.
Planning a loyalty activity does not establish repeat buying.

3. MEASUREMENT DEFINITIONS
Unit (people, accounts, sessions, requests, bookings, or orders):
Eligible entry group / inclusion and exclusion rules:
Duplicate handling / authorized matching method:
Entry dates:
Required progression / order:
Outcome / cancellations and refunds:
Outcome cutoff / follow-up window:
Source / filters / missing records:
Definition and data owner:
Rate = matched later outcomes / eligible earlier group x 100.
Keep impressions and sessions separate unless a valid matching method exists.

4. FICTIONAL WORKSHOP EXAMPLE
Two watercolor classes x 6 seats = 12 seats. One seat per attendee.
Broad activity: 1,600 ad impressions, 260 website sessions.
No established person-level match from these activity totals to the cohort.
Entry days 1–14: 40 distinct eligible enquirers.
Progression: 12 of those 40 request a seat.
By day 28: 8 of those 12 complete a paid booking, one per person.
No cancellations or refunds at the cutoff; all 8 belong to the same 40.
Enquiry-to-request: 12 / 40 x 100 = 30%.
Request-to-paid-booking: 8 / 12 x 100 = approximately 66.7%.
Overall enquiry-to-paid-booking: 8 / 40 x 100 = 20%.
28 enquirers have no recorded request; 4 requesters have no paid booking.
Reasons are unknown from counts alone. Four seats remain available.
Repeat attendance unobserved. Profit, CAC and incremental demand unproven.

5. ONE REVIEWABLE IMPROVEMENT
Check record delivery and tracking first:
Observed customer question / source:
Proposed explanation or handoff change:
Business facts to verify:
Human approval / date:
Delivery and fit checks:
Evaluation period / comparable definition:
Other changes / interpretation limits:
Next decision / owner / date:

6. SPACE OFFICE PACKET
Oxygen: audience, offer, stage questions, measurement and strategy.
Nitrogen: page and follow-up drafts from approved facts.
Hydrogen: coordinate and review the combined packet.
Human: verify offer and records, authorize access/spending/publication.
Inputs / approved aggregate data:
Missing access or evidence:
Acceptance: claims verified; handoffs owned; rates show group and cutoff.