If you’re an e-commerce or small brand owner, you’ve probably heard the terms funnel audit and funnel strategy session thrown around. They sound similar, but they serve two very different purposes. Knowing the difference can help you choose the right support for your business.

A Funnel Audit: Finding the Leaks

Think of a funnel audit like an overall checklist about the function of your funnel. These are used when you already have a funnel in place.  

The goal is to analyze everything you already have working. Your website, landing pages, emails, checkout flow, and analytics. Everything your customer sees. The process helps you see where things are working and where they’re leaking sales.

It’s all about diagnosis. An audit gives you clarity on why customers might be dropping off, which metrics matter most, and where to focus your energy. If your funnel feels “off” but you’re not sure why, this is where you start.

A Funnel Strategy Session: Building the Plan

A strategy session, on the other hand, is forward-looking. Instead of fixing what’s broken, it’s about mapping out what you want your funnel to achieve and building the plan to get there.

This might include brainstorming the customer journey, choosing the right platforms, designing campaigns, and outlining what content and offers will move your audience from awareness to purchase. It’s less about what’s wrong today and more about where you’re headed tomorrow.

Which One Do You Need?

Well, do you already have a funnel? If so, then it would be smart to start with an audit. 

Why?

Because if your first funnel isn’t working, don’t build another one until you have an idea of why the first one isn’t working. 

However, on the other hand, if you’re launching something new or you’re ready to scale, a strategy session is the way to go. 

In fact, many brands benefit from doing both: fix the leaks first, then build the roadmap for growth.

Ready to find out which is right for you? I offer both Funnel Audits and Strategy Sessions to help small brands get clarity, boost conversions, and grow with confidence.

Just send me an email.