This describes the path a consumer takes from seeing an ad or otherwise hearing about a brand or concept (the broad end of the funnel) to possibly navigating an e-commerce website and finally taking a desired action such as making a purchase (the narrow end of the funnel). In a simplistic example many users see an ad fewer click fewer visit a site fewer purchase. Various stages of the funnel may be used as a proxy for measuring the effectiveness of advertising and funnel events do not need to be linear.