Understand what’s driving your brand’s market share - from awareness to sales.
What is Brand Funnel Analysis?
Brand Funnel Analysis is a feature for Retail Intelligence users that connects brand performance across the full marketing funnel - from visibility and awareness to clicks and sales.
With this feature, you’ll be able to:
- See how your brand performs across every stage of the shopper journey.
- Understand the “why” behind market share shifts.
- Compare your brand against key competitors across awareness, visibility, and sales.
- Turn funnel insights into smarter, faster business decisions.
You can access Brand Funnel Analysis directly from:
Retail Intelligence → Brand Funnel Analysis
From this page, you can:
- Create new reports or open saved ones.
- Choose between Amazon fixed categories or Custom Categories.
- Select your brand and up to four competitors.
- Save multiple reports to track different brands or business lines.
The value of Brand Funnel Analysis
It’s a connected, data-driven view that helps you move beyond “what happened” to uncover why performance changed.
For brand managers, it provides an intuitive way to connect awareness, visibility, and conversion metrics to understand full-funnel performance.
For agencies, it allows you to benchmark multiple brands, uncover funnel gaps, and guide client strategy with data-backed insights.
For the business, it helps teams align marketing, retail, and ecommerce around shared, measurable goals - driving stronger collaboration and growth.
💡 In short: Brand Funnel Analysis connects the dots between your marketing actions and your business outcomes.
See it in action!
Location and features of Brand Funnel Analysis
Brand Funnel Analysis lives in the left-hand menu of Retail Intelligence, right below My Assets.
It brings together multiple perspectives - share, funnel stages, and trends - into one intuitive screen.
Main views in Brand Funnel Analysis
1. Brand Share Overview
This view provides a high-level snapshot of your brand’s performance within the selected category.
Each card displays your share of key performance indicators alongside competitor averages.
| Metric | Description |
| Revenue Share (%) | Your brand’s share of total category sales value. Higher share = stronger sales performance. |
| Units Sold Share (%) | Your brand’s share of total category units sold. Highlights sales volume strength. |
| Product Views Share (%) | The percentage of all product detail page (PDP) views that go to your products. Indicates engagement and visibility strength. |
Hover over any metric for a tooltip explaining how it’s calculated.
Click on a brand name in the table to drill down into its performance.
2. Funnel Analysis
This section shows the why behind your funnel performance.
It connects upper-funnel awareness with lower-funnel engagement and sales outcomes.
| Metric | Description |
| Branded Search Volume (%) | Your share of the total category search volume branded to your brand. A higher share = stronger brand demand. |
| Search Visibility (%) | How often do your products appear on pages 1–2 of search results. A higher share = better discoverability. |
| Share of Paid Clicks (%) | Your share of paid retail-media clicks in the category. A higher share = stronger retail media impact. |
| Share of Total Clicks (%) | Your share of all (paid + organic) category clicks. Indicates total shopper attention and reach. |
You can:
- Click Compare to benchmark your brand’s funnel metrics against competitors.
- Click See Impact to connect visibility or search changes to sales outcomes.
Note
💡 PRO Tip: If your Search Visibility is strong but Paid Clicks are low, it may indicate an opportunity to optimize your paid retail strategy.
3. Brand Trend Analysis
The Brand Trend Analysis view shows how your performance changes over time - helping you visualize cause-and-effect relationships between awareness and sales.
You can:
- Select your brand from the dropdown menu.
- Select one or more metrics (e.g., Revenue Share, Branded Search Volume, Search Visibility).
- Toggle between Year-over-Year (YoY) and Period-over-Period (PoP) views.
- Hover over the graph to see weekly or monthly deltas.
Note
💡 Example: A spike in Branded Search Volume followed by an increase in Revenue Share indicates brand-building efforts are driving conversions.
Navigating between views
Use the footer navigation bar to move between related dashboards.
| Tab | Description |
| Brand Share Overview | See how shoppers find, choose, and buy your products. |
| Funnel Analysis | Identify visibility or conversion bottlenecks. |
| Brand Trend Analysis | Spot emerging trends early and act fast. |
| Brand Search Optimization | Improve your brand’s organic and paid search visibility. |
| Brand Sales Performance | Track revenue growth and product category performance. |
Hover over each icon to see its tooltip description.
Example: The power of competitive benchmarking
Dr. Martens has noticed a drop in performance over the last two months, reflected by a decrease in revenue share, unit sold share, and product views shared in the brand overview. By immediately scrolling down to Competitive Benchmarking, they can see that a strong competitor, ARIAT, is aggressively gaining share.
With a single click on "Compare," Dr. Martens immediately moves to a view showing Share of Revenue over time against ARIAT, which compares the competitor's growth against their decline.
They can then navigate to the Funnel Analysis view for a deep-dive diagnosis, benchmarking themselves against ARIAT across all funnel stages (e.g., visibility, paid clicks) to understand precisely what caused the revenue shift.
This ability to instantly connect a top-line failure to a competitor's strategic move is an incredibly powerful use case, allowing brands to get a competitive edge.
Tips and best practices
- Update competitors anytime: Adjust your comparison set from the top of the screen or “All Brands” view.
- Use Custom Categories: Tailor your reports to the brand and category structures that most suit your business needs.
- Save multiple reports: Track separate brands, markets, or sub-brands easily.
- Use Compare and See Impact: Quickly connect cause to effect for visibility and sales metrics.
- Export data via Excel (coming soon): Download Excel reports for deeper offline analysis.
Why it matters
Brand Funnel Analysis provides a connected view of awareness, visibility, and sales data - helping you:
- Diagnose what’s driving or limiting growth.
- Benchmark your brand’s position against competitors.
- Measure campaign impact at every stage of the funnel.
- Align teams around the same set of performance metrics.
This holistic view empowers brand and agency teams to make faster, more confident decisions that translate to measurable growth.
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