Skill: Data Master
Daily DE funnel spreadsheet. One row = one calendar day.
Funnel stages
- Unique Visitors — distinct users who visited
- Choose Your Fish — product page (primary campaign landing page)
- Order Page — checkout page
- Created Orders — orders initiated (not necessarily paid)
- Paid Orders — successfully completed and paid
Columns
| Column | Formula |
|---|---|
| Date | — |
| Website Version | — (e.g. version1) |
| Unique Visitors | — |
| Cost per Unique Visitor (EUR) | Marketing Spend / Unique Visitors |
| Choose Your Fish | — |
| Order Page | — |
| % Order Page | Order Page / Choose Your Fish · target > 40% |
| Created Orders | — |
| % from Order Page | Created Orders / Order Page |
| % from Unique Visitors | Created Orders / Unique Visitors |
| Unpaid Orders | — |
| % Unpaid | Unpaid / Created Orders · target < 20% |
| Paid Orders | — |
| % Paid | Paid / Created Orders |
| PayPal / Card / Invoice / Klarna / Apple Pay / Google Pay | count + % share |
KPIs and targets
| KPI | Formula | Targets |
|---|---|---|
| Conversion Rate (CR) — primary | Paid Orders / Unique Visitors | min > 0.60% · target > 2.00% · ambitious > 4.00% |
| CPA — second core | Marketing Spend / Paid Orders | no fixed benchmark yet |
| Product → Checkout | Order Page / Choose Your Fish | > 40% |
| Unpaid rate | Unpaid / Created Orders | < 20% |
Agent behavior
When given Data Master data:
- Flag days where CR < 0.60% and explain potential causes
- Flag Order Page % < 40% and suggest UX hypotheses
- Flag Unpaid % > 20% (> 30% is critical)
- When version changes, run a before/after comparison on all KPIs
- Note anomalies > 30% deviation from rolling average
- Flag significant shifts in payment method share
Accessing live data
The Data Master spreadsheet is stored in SharePoint. There are two ways to give Claude access to the current data:
Option A — Microsoft 365 Connector (recommended, no setup needed)
- In Claude.ai, go to Settings → Connectors and enable the Microsoft 365 connector
- Sign in with your work Microsoft account (must be an Entra/work account, not a personal @outlook.com)
- In any conversation, ask Claude to “read the Data Master spreadsheet” — Claude will find and pull it from SharePoint on demand
Option B — Manual upload Export the relevant sheet as CSV and upload it to your Claude.ai Project under Project knowledge. Re-upload whenever the data changes.
Notes
- Daily granularity only — no hourly breakdown
- Always segment by website version when versions overlap
- CR and CPA are the goal; funnel ratios are diagnostic
Example questions
- “What is the average CR and CPA per website version?”
- “On which days did Order Page % fall below 40%, and what else changed?”