Note: Adtriba Core is a legacy feature that we continue to support but no longer sell. The latest version of this feature is available as Funnel Measurement.
If you are already using Funnel Measurement, find more information here. To upgrade, contact us.
Set up these Funnel dimensions for Unified Marketing Measurement (UMM) modeling with social and display data:
Adtriba UMM Country (if your organization has several brands)
Adtriba UMM Brand (if your brands operate in several countries)
Adtriba UMM Source
This information is required for modeling, especially for calculating effects across brands and countries.
Adtriba UMM country
Adtriba needs to know the country where advertising was shown and conversions were generated. The rule depends on where you store country information. Some organizations use the connection name, others use the campaign string. If you have one country, create a general rule that applies to all data. The output value must be a 2-character ISO country code in English (for example DE, UK, IT). The first example shows a single value for all data (DE).
Log in to your Funnel account.
In the left navigation, click Dimensions.
Add the custom dimension Adtriba UMM Country if it is not already present.
Option 1
Example 1: Use when only one country is present. Apply to all connected data sources.
Example 2: Use when multiple countries are present. The input variable (currently Data Source) depends on where country information is stored for each platform (for example in the campaign name or data source name). Real examples include GoogleAds DE or Meta Austria.
Group all data sources and their campaigns by country, even when different naming conventions refer to the same country (see screenshot below).
The output value must be a 2-character ISO country code in English (for example DE, SE, IT).
Steps:
Select +Rule with condition.
Add rules based on where your country information is stored. The example below uses Data Source name. You can use Campaign Name or another field.
Add rules for all countries.
Save.
Option 2
If no general input variable applies to all data sources (because country information is not always in the data source name), apply rules for each data source or platform individually. Use the green-framed rules:
Example: country grouping for Facebook
Adtriba UMM brand
Create the Adtriba UMM Brand custom dimension using the same steps as for the country dimension. For the general option, the rule should look like this:
Adtriba UMM source
Adtriba UMM Source should include mid-funnel and upper-funnel sources.
UMM quantifies the effect of display, social, and offline advertising on classic online brand traffic (paid search, direct, and SEO). UMM channels significantly influence organic channel performance (visits and attribution).
Exclude retargeting sources. Retargeting users have already interacted with a marketing channel. Their interaction did not additionally contribute to organic visits.
When retargeting is included, it often receives excessive attribution. This is an overestimate.
Also exclude search sources (Bing, Google). Paid search effects from UMM appear separately.
An example UMM Source setup:
Rules within each ad platform depend on your business and taxonomy. Use include and exclude rules to target only mid-funnel or upper-funnel campaigns.