Cleria

Where does our funnel leak?

Growth is stalling and the leak is unclear. It might be awareness, trial, or repeat. Without the conversion between steps, you can't tell which fix will work.

BrightLeafFunnel leakN = 10,000Error margin ±1.0

BrightLeaf · Awareness to purchase · % of consumers

US

Awareness86%

83% continue

Consideration71%

66% continue

Purchase47%

Germany

Awareness78%

88% continue

Consideration69%

43% continue · largest drop

Purchase30%
  • US
  • Germany

Bars are the share of consumers. The figure between bars is the share of that step who reach the next.

Top purchase barriers · Germany · % citing

  • Price perception38%
  • Retail availability29%
  • Weaker vs Daily Fizz21%
  • Cited most
  • Also cited

Germany loses most considerers before purchase: only 43% go on to buy.

Illustrative data · BrightLeaf, Sparkling Tea · Wave 06-2026

The metrics behind it

What answers “Where does our funnel leak?”

The metrics that answer this question.

Funnel · step 3 of 4

Conversion Rate

What % of aware consumers are you converting into buyers?

Funnel · step 3 of 4

Purchase Barriers

For those aware or who tried, why haven't they bought it?

Funnel · step 3 of 4

Purchase Rate

What % of consumers have bought your product in a given timeframe?

All part of the 30-metric framework:

Consideration & TrialPurchase & ConversionLoyalty & Preference
See all 30 metrics

How it works

From the question to the next wave.

Three steps. The dashboard updates when the wave is in — one-time, or on the cadence you set.

  1. 01

    Map the funnel

    Awareness, trial, purchase, repeat, and advocacy as one journey.

  2. 02

    Find the leak

    The step where you lose the most people, and the barriers behind it.

  3. 03

    Fix and remeasure

    Act on the barrier, then check the next wave.

Also

Other questions, same tracker.

Brand health trackingIs our brand getting healthier?Competitor benchmarkingWhere do we lead, and where do we trail?Ad & awareness trackingWhich channels drive our awareness?Brand strategy & planningWhere should the brand position itself?Shopper insightsWhere and how do shoppers choose?Audience & segmentationWho are our buyers, really?Usage & occasionsWhen and why do people choose us?

Find the step costing you growth, then check it on the next wave.

A 30-minute call, or just let us know what you need.