View the stacked bar charts for your conversions, revenue, and spend for different sources. You can see the trend for a period you select. The available options are Daily, Weekly, Monthly, and Yearly. You can also filter the sources you want to see. By default, you can view all sources.
Baseline
The baseline represents the number of conversions that would occur without any paid marketing activities. These conversions typically result from brand awareness and organic sources such as search engine optimisation, direct traffic, and branded paid search.
In the short term, the volume of baseline conversions tends to remain steady. However, over a longer period without paid marketing, this volume will generally decline.
Baseline and incremental conversions
Funnel’s measurement model categorises conversions into two types:
Baseline conversions occur independently of paid media and reflect natural customer interest or brand strength.
Incremental conversions are directly influenced by paid marketing and would not have occurred otherwise.
Baseline calculation
Funnel uses a structured two-step process to estimate the baseline:
Evaluation of media impact on conversions
The model first assesses how organic traffic sources, including search engine optimisation, direct access, and branded paid search, and all media channels influence overall conversions or revenue.
Isolation of upper-funnel media influence on organic traffic
The model then estimates how much of the organic traffic is affected by upper-funnel media such as television, social media, and display prospecting. This portion of organic conversions, which is indirectly driven by marketing, is reassigned to the relevant upper-funnel channels.
The remaining portion of organic conversions, after this reassignment, forms the baseline. This also includes a residual component that cannot be attributed to any specific channel and is treated as a constant within the model.