Paid Funnel Investigation Template

When your conversion rate drops, leadership wants answers in 48 hours. This template gives growth analysts a structured investigation framework — documenting every diagnostic axis, query result, and ruling so findings hold up to executive scrutiny. Build your complete investigation map before pulling any data. Track each hypothesis from Not Started through Confirmed Contributing Factor, Ruled Out, or Inconclusive. The Executive Summary sheet produces the stakeholder update without requiring a separate document. Built for growth PMs and analytics leads at subscription products diagnosing unexpected conversion, revenue, or retention drops.