Paid Funnel Investigation Template

When your conversion rate drops, the pressure is immediate — leadership wants answers in 48 hours. This template gives growth analysts and PMs a structured investigation framework that documents every diagnostic axis, query result, and ruling so findings hold up to executive scrutiny.\n\nBuild your complete investigation map before pulling any data. Track each hypothesis from Not Started through Confirmed Contributing Factor, Ruled Out, or Inconclusive — Requires Qualitative Follow-Up. The Executive Summary sheet produces the stakeholder-ready update without requiring a separate document.\n\nBuilt for growth PMs and analytics leads at subscription and membership products who need to move from "our conversion rate dropped" to a documented, defensible root cause recommendation.