Quiz funnel
A lead capture flow built as a short series of questions, where the answers qualify the person and the contact details are asked for at the end or in exchange for a result.
Why it matters
For value-based bidding it is close to ideal, because the answers are exactly the kind of attribute a model can price on: budget band, timeline, use case, company size. Most advertisers collect them and then never send them anywhere.
What goes wrong
Two things go wrong, and they are opposite. The click identifier has to survive several page views to reach the final step, which is the third of the six places identifiers disappear, so a quiz funnel that never captured it on step one has nothing to attach at step five. And the answers themselves usually stay in the quiz tool: they qualify the lead for a salesperson and never reach a CRM field, so the richest signal in the business is sitting in a product nothing else reads.
How to check it on your own account
Look at one closed-won lead in your CRM. If you cannot see which answers they gave, the quiz is qualifying for sales and contributing nothing to bidding.
Next to this
- Survey funnelThe same shape as a quiz funnel with a different promise: rather than scoring or diagnosing the person, it gathers structured answers, usually in exchange for a report, a benchmark or a recommendation.
- GCLIDGoogle AdsThe identifier Google appends to your landing page URL when someone arrives from an ad and auto-tagging is on.
- CohortA group of leads sharing a trait, priced together because there are enough of them to measure something.
- MultiplierHow much more or less a cohort is worth than the average lead.
The rest of this step
Measure this on your own data
The diagnostic reads a CRM export in your browser and reports your volume, your match rate and the spread between your leads against the thresholds in this glossary. Nothing is uploaded and no account is needed.