Define the end goals of your marketing data

Before you dive into Funnel, you have to determine what end goals or outcomes do you need to achieve with your marketing data? What insights do you want to get from your marketing data? What decisions do you want to be able to make from it?

By focusing on actions that will help answer the questions, you’ll save time and effort. Here's a simple table that tells you what questions to ask, what you need to answer those questions, and some answers that serve as examples. Use this checklist to get what you want.

Questions related to outcomes and goals that you should address	What do you need to do to answer the questions?	Examples
How are you driving key marketing objectives?	Summarize the list of marketing initiatives you are performing to meet the marketing objectives.	Advertising campaigns for lead generation or driving revenue, with details like target audience, channels used, budgets, and other criteria governing your initiatives.
What do you want to track? What should you include in your marketing report?	List the KPIs and metrics you need and how you track them.	Conversions Clicks Impressions Cost Lead generation Return On Advertising Spend (ROAS) Customer acquisition cost Revenue from campaign
At what level should you report the data?	Determine the level and the type of data aggregation required.	Data by the advertising platform Aggregated data across all platforms Data by market or region Data by campaign objective (awareness, prospecting)
What are the trends you want to track? What elements do you want to compare?	Determine the type of charts and graphs.	Cost and conversions over time Transactions by media type Revenue by market
What are the insights from the data that you want to share with stakeholders?	Analyze the data and identify relevant connections and correlations.	A correlation between an increase in leads generated on one channel and an increase in overall conversions could mean that leads from that specific channel are of higher quality.
What are your recommendations based on what you see?	Summarize your recommendations based on the insights you uncovered.	We need to spend more on channel X as that leads to an increase in overall conversions.
How often do you need to report the data?	Determine report frequency (Funnel allows you to report daily, weekly, monthly, or at any other frequency you need).	Monthly marketing data Quarterly performance report
Who will read your final report?	Visualize the representation of the data and the key elements (charts, tables, key takeaways, recommendations).	Audience with limited knowledge of digital marketing Highly technical audience with a deep understanding of digital marketing
How are you sharing the final report with the stakeholders?	Determine the format of your report.	Funnel Dashboards Dashboard using visualization tools PDF of the dashboard with annotations and takeaways E-mail with quick summary E-mail with document listing details

What is Funnel?

How to request Appsflyer Cohorts data in Funnel

How to request Northbeam data in Funnel

Exploring MTA results in Funnel’s dashboard

Exporting MTA data to advertising platforms