Ale CabreraAle Cabrera
SHIPPED · ZAPIER
Signup Conversion Tracking and Insights
Unified conflicting funnel definitions across teams into one tracking model, adopted by both sales and marketing.
- ↑paid advertising efficiency, through a unified conversion metric
- →adopted by both sales and marketing
- 2 flowsweb and paid-advertiser, validated separately
Timeline
- Phase 0Kickoff: conflicting funnel reporting across teams
- Phase 1Discovery: interviewed business owners, PMs, POs on definitions
- Phase 2Ship v1: tracking fixes shipped, unified funnel definitions live
- Phase 2Feedback: web and paid-advertiser flows needed separate validation
- NextShip v2: unified marketing reports adopted by sales and marketing
From conflicting numbers to one definition
- Conflicting funnel numbers
- Cross-team interviews
- Unified definition
- Unified marketing reports
The risk, and what happened
| Risk | How it was handled | Result |
|---|---|---|
| Business viability. Conflicting funnel reporting meant sales and marketing were making decisions off different numbers. | Interviewed business owners, PMs, and POs before defining anything. Validated web and paid-advertiser flows separately. | A unified conversion metric adopted by both sales and marketing. |
My role. Owned the cross-team interviews, the funnel definition, and the unified reporting rollout.
With engineering. Tested tracking across all devices, requested and confirmed fixes with engineering.
Product leader with a data scientist past · Zapier, Clearbit, HubSpot
Product doc: ale-cabrera.com/portfolio/signup-conversion-tracking