Work out where potential customers are getting stuck. Add what you know, leave missing figures blank, and plan one change to test. No guessing required.
Use one offer and one time period so your figures are easier to compare.
If your counts mix different offers or unrelated periods, untick the box. The report will avoid ranking the gaps.
Enter real counts if available. Blank is fine. A rough estimate must be marked as an estimate.
Example: 100 relevant visitors → 18 enquiries → 4 paying customers suggests different handoffs to investigate. It does not tell you *why* they dropped out.
Write up to three possible explanations. Keep a clear line between what you've observed and what you're guessing.
Impact and ease are your own judgements (1–5). Leave either blank if you don't know yet.
Choose a practical action you can take and decide what result to look for.