Behavioral Innovations Full Funnel Market Visualizer

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Global period

Headline view Market A Market B

Definitions: Top of funnel = "Calls from ads" + Form Leads only. "Call Ext (72904)" is a Call Extension auto-event (AE) shown separately because it duplicates many of the same calls. CPA below is cost divided by deduplicated lead conversions (Call Ext stripped), so it reflects the true cost per unique lead rather than Google's reported number that double-counts Call Ext.

Headline metrics

Downstream funnel

Lifecycle_10/20 are CRM-imported milestones (offline conversions, typical 14–30 day import lag). Enrollment WC is the web-form enrollment goal.

CPA by market

Period

Lead → Qualified (Lifecycle_10) rate by market

Period

Spend vs Qualified leads bubble size = Enrollment WC

Period

Per-market table

Market	Spend	Calls	Forms	Call Ext (AE)	Top Leads	L10	Enroll	CPA	Lead→L10	L10→Enr

Recommended actions

Group by Filter market Filter period Last data refresh: 2026-05-26. Weekly regenerated 2026-05-25. Monthly regenerated 2026-05-01.