Where can you export data to Funnel Measurement? | Which subscription plan do you need? |
Go to, Export > + Create Export and search for the Funnel Measurement destination. | A Business or Enterprise plan |
Before you can configure and run incrementality tests in Funnel, you need to ensure that your marketing performance data is available in Funnel Measurement. This includes metrics such as conversions, revenue, and other other metrics of interest, segmented by region or country.
Funnel’s incrementality testing relies on accurate, structured geo-level metrics. You must export this data from your Funnel workspace to the Funnel Measurement destination. This data forms the basis for test configuration, analysis, and lift calculations.
Key elements required in the export include:
Date from when historical data is available. We recommend you to have at least one year of historical data before the test.
Geographic breakdown, for example, country or state
Performance metrics, like conversions, revenue, and so on
This step ensures Funnel's incrementality module can match data to test and control regions.
Guidelines
Before you export the data to Funnel Measurement, ensure to check the following:
Access to Funnel and the role permissions to create Funnel Measurement exports.
Include relevant KPI metrics needed for incrementality testing in your data sources.
Access to Funnel Triangulation.
Use country or region as a dimension to support geo-level testing.
Always verify that the export includes clean, complete data before configuring a test.
Funnel supports only exports with date-based and region-based granularity for incrementality testing.
The exported data must match the structure required by the incrementality module.
Data will only appear in View Input Data after you save and complete the export.
When exporting to Funnel Measurement, you must structure your data in the required format so that the Incrementality module can process it correctly. Funnel expects each row to represent one metric per location and date.
Required format
Column | Description |
Date | The date of the recorded metric in YYYY-MM-DD format |
Location | A geographic unit such as a region, state, or country |
Metric name | A string describing the metric. For example, conversions, revenue, or spend. |
Metric value | The numerical value for that metric |
Each metric must appear on its own row, even if it comes from the same date and location.
Example
If your original dataset looks like this:
Date | Location | Conversions | Revenue |
2024-06-01 | Stockholm | 59 | 3894.77 |
You must restructure it to:
Date | Location | Metric name | Metric value |
2024-06-01 | Stockholm | conversions | 59 |
2024-06-01 | Stockholm | revenue | 3894.77 |
This structure ensures that Funnel Measurement correctly interprets the values during import.
Use consistent spelling and lowercase for metric names. For example,
conversions,revenue,spend, and so on.
Use ISO date format: YYYY-MM-DD
Ensure there are no duplicate rows with the same date, location, and metric name.
Remove any empty rows or columns before export.
Procedure
Complete the following steps to export data into Funnel Measurement.
Go to your Funnel workspace.
From the left navigation, select Export > + Create Export and search for the Funnel Measurement destination.
Click Next to get started.
Select the relevant report from the Report drop-down options.
Funnel supports the following reports: Ad Platforms, GA4 Events, Google Ads Click View, Backend Conversions, and Tracking Mapping
If you select GA4 Events, Google Ads Click View, or Tracking Mapping report, ensure to connect to the data source accordingly.
Click Next to proceed.
Set up the fields required for the incrementality testing.
Depending on the report you select, the required fields vary. You can create any of the missing fields by clicking + Create missing fields.
Note: Restructure the fields based on the recommended format in the Guidelines section.
Save the export.
Verify the data under View Input Data in Funnel Triangulation.