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WooDawn",{"id":358,"path":359,"title":360},"zh_sitePages\u002Flegal\u002Fprivacy.md","\u002Flegal\u002Fprivacy","隐私说明",{"id":362,"path":363,"title":364},"zh_sitePages\u002Flegal\u002Fterms.md","\u002Flegal\u002Fterms","内容使用说明",{"document":366,"isArticle":757},{"id":367,"title":368,"abbreviations":369,"aliases":370,"answers":371,"appliesTo":372,"articleType":373,"body":374,"businessModel":747,"constrainedBy":748,"currency":749,"description":750,"discussionUrl":372,"domains":751,"evidenceStatus":753,"extension":754,"funnel":755,"implements":756,"indexable":757,"measuredBy":758,"meta":759,"metric":372,"navigation":757,"needs":760,"originalSources":761,"path":42,"regions":762,"related":763,"reviewAfter":372,"roles":764,"seo":768,"seoImage":372,"seoTitle":372,"sources":769,"stages":774,"status":776,"stem":777,"supersededBy":372,"tags":778,"term":372,"themeSources":785,"tools":786,"updatedAt":787,"uses":788,"verification":789,"verifiedAt":787,"__hash__":790},"zh_articles\u002Fcommerce\u002Fmarketing-funnel.md","营销漏斗：六个阶段的归并与比率口径",[],[],[],null,"concept",{"type":375,"value":376,"toc":736},"minimark",[377,392,396,506,509,532,535,538,598,611,614,617,648,651,661,664,690,693,722,725],[378,379,380,381,386,387,391],"p",{},"营销漏斗把潜在顾客从「知道」逐级收窄到「购买」，每一级人数都比上一级少，经营问题是哪一级流失最多、预算该投到哪一级。它是营销方视角的模型，不是顾客任务的描述。谱系内各模型的阶段数从三到六不等，本文按同义归并成六段，写清每段的信号与段间比率的口径。不覆盖：各模型的出处与分歧（见",[382,383,385],"a",{"href":384},"\u002Fzh\u002Fcommerce\u002Fcustomer-journey-models","顾客旅程阶段模型","）、加购到付款的细节（见",[382,388,390],{"href":389},"\u002Fzh\u002Fcommerce\u002Fcheckout-funnel","结账漏斗","）、任何行业基准。",[393,394,395],"h2",{"id":395},"六个阶段",[397,398,399,418],"table",{},[400,401,402],"thead",{},[403,404,405,409,412,415],"tr",{},[406,407,408],"th",{},"阶段",[406,410,411],{},"顾客状态",[406,413,414],{},"归并自",[406,416,417],{},"常用信号",[419,420,421,436,450,464,478,492],"tbody",{},[403,422,423,427,430,433],{},[424,425,426],"td",{},"认知",[424,428,429],{},"第一次接触品牌或商品",[424,431,432],{},"AIDA 的注意、RACE 的触达（Reach）、TOFU、See-Think-Do 的「看」",[424,434,435],{},"曝光、触达人数、首次访问",[403,437,438,441,444,447],{},[424,439,440],{},"兴趣",[424,442,443],{},"主动看了一眼",[424,445,446],{},"AIDA 的兴趣、多段漏斗的兴趣",[424,448,449],{},"点击、停留、关注或订阅",[403,451,452,455,458,461],{},[424,453,454],{},"考虑",[424,456,457],{},"把品牌放进候选",[424,459,460],{},"多段漏斗的考虑与评估、RACE 的互动（Act）、MOFU、See-Think-Do 的「想」",[424,462,463],{},"商品页浏览、比较、咨询、收藏",[403,465,466,469,472,475],{},[424,467,468],{},"意向",[424,470,471],{},"表现出购买信号",[424,473,474],{},"多段漏斗的意向",[424,476,477],{},"加购、保存、开始结账",[403,479,480,483,486,489],{},[424,481,482],{},"购买",[424,484,485],{},"完成付款",[424,487,488],{},"AIDA 的行动、RACE 的转化（Convert）、BOFU、See-Think-Do 的「做」",[424,490,491],{},"订单",[403,493,494,497,500,503],{},[424,495,496],{},"维系",[424,498,499],{},"成交后继续被触达并作出回应",[424,501,502],{},"RACE 的互动维系（Engage）、See-Think-Do-Care 的「关怀」",[424,504,505],{},"回访、复购、推荐",[378,507,508],{},"归并说明：",[510,511,512,520,526],"ul",{},[513,514,515,519],"li",{},[516,517,518],"strong",{},"认知与兴趣可以合并","。多数模型只有一段「注意」或「触达」，兴趣单列只在 AIDA 与多段漏斗里出现；数据上两者的差别是「被动曝光」与「主动点击」，能分开统计时才分。",[513,521,522,525],{},[516,523,524],{},"意向是漏斗谱系独有的一段","。其他谱系把加购归入购买或转化；漏斗单列它，是因为再营销需要一个「已表现出信号但尚未成交」的人群。",[513,527,528,531],{},[516,529,530],{},"维系只在后期变体里出现","。AIDA 与 TOFU \u002F MOFU \u002F BOFU 到购买为止，RACE 与 See-Think-Do-Care 各补了一段，而且都只有一段，不再细分。",[393,533,534],{"id":534},"段间比率的口径",[378,536,537],{},"漏斗的核心指标是「进入下一段的人数 ÷ 本段人数」。每一个比率在写下之前都要回答三个问题：",[397,539,540,553],{},[400,541,542],{},[403,543,544,547,550],{},[406,545,546],{},"问题",[406,548,549],{},"常见选项",[406,551,552],{},"不写清的后果",[419,554,555,576,587],{},[403,556,557,560,563],{},[424,558,559],{},"分母是什么",[424,561,562],{},"曝光次数、会话、独立访客、顾客",[424,564,565,566,570,571,575],{},"曝光作分母的",[382,567,569],{"href":568},"\u002Fzh\u002Fterms\u002Fclick-through-rate","点击率","与会话作分母的",[382,572,574],{"href":573},"\u002Fzh\u002Fterms\u002Fconversion-rate","转化率","不能相除成一条链",[403,577,578,581,584],{},[424,579,580],{},"时间窗口多长",[424,582,583],{},"同一会话内、7 天、30 天",[424,585,586],{},"认知到购买往往跨多次访问，按会话算会把跨天的购买算成从天而降",[403,588,589,592,595],{},[424,590,591],{},"怎样去重",[424,593,594],{},"按会话、按设备、按登录身份",[424,596,597],{},"同一个人多次进入漏斗顶部会被算成多个人，顶部人数虚高",[378,599,600,601,605,606,610],{},"GA4 的推荐事件给出了考虑到购买这一段的标准事件名（view_item、add_to_cart、begin_checkout、purchase 等），认知与兴趣要靠广告平台与来源数据，维系要靠邮件与订单数据；三套数据的分母各不相同，拼成一条漏斗时必须逐段写明分母。投放侧的",[382,602,604],{"href":603},"\u002Fzh\u002Fterms\u002Fcustomer-acquisition-cost","获客成本","与",[382,607,609],{"href":608},"\u002Fzh\u002Fterms\u002Freturn-on-ad-spend","广告支出回报","是漏斗顶部的成本指标，不是阶段比率。",[393,612,613],{"id":613},"适用与不适用",[378,615,616],{},"漏斗擅长两件事：按阶段分配投放预算与内容层级，以及找出流失最大的一段。它不擅长三件事：",[618,619,620,631,637],"ol",{},[513,621,622,625,626,630],{},[516,623,624],{},"复购","。老顾客直接下单不经过前几段，用漏斗统计会把他们算进购买却看不到路径，复购要用",[382,627,629],{"href":628},"\u002Fzh\u002Fcommerce\u002Frepeat-purchase-retention","复购与留存","的队列口径。",[513,632,633,636],{},[516,634,635],{},"非线性评估","。顾客在考虑阶段反复进出、离开再回来，漏斗的单向假设会把每次回来都算成新进入。",[513,638,639,642,643,647],{},[516,640,641],{},"购后","。交付、使用与求助在漏斗里没有位置，这些阶段的问题要用",[382,644,646],{"href":645},"\u002Fzh\u002Fcommerce\u002Fdtc-customer-journey","DTC 用户旅程","的七阶段分析。",[393,649,650],{"id":650},"与结账漏斗的关系",[378,652,653,655,656,660],{},[382,654,390],{"href":389},"是本文「意向」到「购买」两段的放大：加购、发起结账、支付、完成。它用会话作分母，与营销漏斗顶部用曝光或访客作分母的比率不能直接相乘；",[382,657,659],{"href":658},"\u002Fzh\u002Fterms\u002Fcart-abandonment-rate","弃单率","的口径见该术语。",[393,662,663],{"id":663},"常见误区",[618,665,666,672,678,684],{},[513,667,668,671],{},[516,669,670],{},"跨分母相乘","：把点击率、加购率、结账完成率连乘得出「总转化率」，三者的分母不同，乘积没有含义。",[513,673,674,677],{},[516,675,676],{},"把意向当作独立阶段又在结账漏斗里再算一次","：加购在两处同时作为起点，会重复计数。",[513,679,680,683],{},[516,681,682],{},"用漏斗汇报复购","：见上节。",[513,685,686,689],{},[516,687,688],{},"按模型原版命名硬套","：AIDA 的「欲望」在数据里没有对应信号，归并成「考虑」或「意向」才能统计。",[393,691,692],{"id":692},"与本库其他内容的关系",[510,694,695,700,707,712],{},[513,696,697,699],{},[382,698,385],{"href":384},"：漏斗谱系各模型的出处，以及它与其他三个谱系的分歧。",[513,701,702,706],{},[382,703,705],{"href":704},"\u002Fzh\u002Fcommerce\u002Fjourney-stage-alignment","购前、购买、购后：营销漏斗与七阶段的对照","：本文六段与本站七阶段的翻译规则。",[513,708,709,711],{},[382,710,646],{"href":645},"：本站采用的客户体验谱系分段。",[513,713,714,716,717,716,719,721],{},[382,715,390],{"href":389},"、",[382,718,574],{"href":573},[382,720,659],{"href":658},"：中段的指标口径。",[393,723,724],{"id":724},"待继续完善",[510,726,727,730,733],{},[513,728,729],{},"认知与兴趣两段在广告平台数据里的分母差异未逐一核对各平台定义。",[513,731,732],{},"缺少跨设备去重的通用做法说明。",[513,734,735],{},"缺少经真实业务验证的漏斗汇报模板。",{"title":737,"searchDepth":738,"depth":738,"links":739},"",2,[740,741,742,743,744,745,746],{"id":395,"depth":738,"text":395},{"id":534,"depth":738,"text":534},{"id":613,"depth":738,"text":613},{"id":650,"depth":738,"text":650},{"id":663,"depth":738,"text":663},{"id":692,"depth":738,"text":692},{"id":724,"depth":738,"text":724},"dtc",[],"current","把营销漏斗谱系内的 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AIDA 归属的考证、Chaffey 的 RACE 词条、Kaushik 2013 年 See-Think-Do 原文、GA4 Recommended events 页）归并六段；归并方式是编辑判断，不是任何一家的原版。不给任何阶段比率的行业基准，未在真实业务中验证。","-I5bpL_svpCJ10kd8DS2aTbsABDHYRooINcjzDvS8N0",{"topic":792,"paths":794},{"title":793,"path":20},"获客与营销",[],[796,798,799,801,803,805],{"title":797,"path":37},"顾客旅程阶段模型：四个谱系与它们的分歧",{"title":705,"path":41},{"title":800,"path":38},"DTC 用户旅程：从发现到复购",{"title":802,"path":35},"结账漏斗：从加购到放弃与恢复",{"title":804,"path":46},"复购与留存：指标口径与经营动作",{"title":806,"path":291},"Conversion Rate（CVR）：转化率口径与电商计算",{"titles":808,"toolNames":812,"domainPaths":818,"reverse":819},{"\u002Fterms\u002Fclick-through-rate":809,"\u002Fterms\u002Fconversion-rate":806,"\u002Fterms\u002Fcustomer-acquisition-cost":810,"\u002Fterms\u002Freturn-on-ad-spend":811},"Click-Through Rate（CTR）：点击率的曝光与点击口径","Customer Acquisition Cost（CAC）：获客成本的成本范围与新客口径","Return on Ad Spend（ROAS）：广告支出回报率与 ROI 的区别",{"google-ads":813,"google-analytics":814,"meta-ads":815,"shopify":816,"woocommerce":817},"Google Ads","Google 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