How to track your SaaS funnel from first visit to paying customer

Every early SaaS company has its funnel in four places. Visits are in your analytics, leads in a form tool, sign-ups in your product database, payments in Stripe. Each tool tells you its own number. None of them tells you the one thing you need: where most of your future customers fall out.

A useful funnel for a small SaaS has four steps: Visits › Leads › Sign-ups › Paying. For each step, track:

• The count for a period, compared with the period before.
• The conversion to the next step. With small numbers, write it as "3 of 4", not "75%".
• Where people came from, so you can tell a channel problem from a product problem.

Then find the biggest drop and work on that one step. If visits to leads is the leak, it's your site and your offer. If lead to sign-up is the leak, it's your follow-up. If sign-up to paying is the leak, it's onboarding and pricing.

How AO does it: connect Vercel Web Analytics (a drain plus a 90-day import), your website forms, PostHog and Stripe, both read-only. The Revenue Overview lines them up as Visits › Leads › Sign-ups › Paying and opens with one sentence on where you leak most, for example "Lead to sign-up is where most of your revenue leaks." One filter sets the dates and the product for the whole page, and every card expands to the detail. A card that can't follow a filter says so.

Visits stay totals: AO never names an anonymous visitor. A person gets a name only when they fill in a form, book or sign up.