channel-and-funnel-qualitylisted

# Channel and funnel quality The specialist skill for judging quality, not just volume. Most "which channel is best" answers get the wrong channel because they look at sessions or even conversion rate in isolation. The right answer is a matrix. Read `analytics-diagnostic-method` first if you haven't. This skill assumes you know MECE, triangulation, sample size, and Simpson's paradox. It adds channel-specific and funnel-specific mechanics. ## Opening moves 1. Read `analytics-profile.md`. The model (B2B SaaS vs ecom vs lead gen) dictates which benchmark table applies and what "quality" even means. 2. Nail down the primary conversion event. Volume of "users who clicked the CTA" and volume of "paid signups" are not the same question. 3. Decide the time window. Recent-7-days is too short for most B2B funnels (sales cycle is longer than the window). Use 30 or 90 days for B2B; 7-14 days is fine for high-velocity consumer funnels. ## The quality matrix A channel or segment is never "good" or "bad" alone. It has three dimensions and you need all three: ``` Volume Engagement Conversion (sessions) (pages/session, (CVR to primary duration, depth) event, revenue/visitor) Direct high high high → flagship; defend Organic high high medium-high → compound invest Referral medium high medium-high → cultivate Paid search me