This describes the path a consumer takes from seeing an ad or otherwise hearing about a brand or concept (the broad end of the funnel) to possibly navigating an e-commerce website and finally taking a desired action such as making a purchase (the narrow end of the funnel). In a simplistic example, many users see an ad, fewer click, fewer visit a site, fewer purchase. Various stages of the funnel may be used as a proxy for measuring the effectiveness of advertising, and funnel events do not need to be linear.
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