When connecting data to Funnel, you will encounter various terms used by different platforms to describe their accounts. To simplify your workflow, Funnel refers to these collectively as platform accounts.
When you bring data into Funnel, the flow looks like this: Choose a connector > Link platform accounts > Create data sources
Use these tables to identify what a specific platform calls its account entity when you are setting up your connectors.
Advertising and paid media
Connector | Platform's term | Implementation notes |
Amazon Ads | Profile | Amazon Ads uses profiles to separate different marketplaces, like US or UK. You must connect each profile separately in Funnel. |
Apple Search Ads | Campaign group | The campaign group acts as the account container. Data is pulled for the apps and campaigns associated with that specific group. |
Google Ads | Ad account | You connect at the ad account level. While you can use a Manager Account (MCC) for authentication, Funnel creates a separate data source for each sub-account. |
Facebook Ads (Meta Ads) | Ad account | Funnel connects to individual ad accounts. These are usually managed within a Business Manager, which handles user permissions. |
Facebook Pages | Page | You connect at the individual page level. While you may have access to multiple pages through a Meta Business Suite or Business Manager, Funnel treats each page as a unique platform account. |
LinkedIn Ads | Account | Connected at the individual account level within Campaign Manager. Each business unit or brand typically has its own account ID. |
Pinterest Ads | Ad account | Connected at the ad account level. Ensure your Pinterest business user has Ad account advertiser or higher permissions. |
Ad account | Funnel pulls data from the specific ad account. Ensure your user has Advertiser or Administrator permissions for the account you wish to sync. | |
Snapchat Ads | Ad account | These are housed within an Organization. You will be prompted to select the specific ad accounts you want to include in Funnel. |
Spotify Ad Studio | Ad account | You connect at the ad account level. If you have multiple brands or clients, each is typically structured as its own ad account under your primary login. |
TikTok Ads | Ad account | Connected through the specific ad account. If using a TikTok Business Center, the connecting user needs Admin or Operator access to the accounts. |
X Ads | Ad account | Formerly Twitter Ads. You connect at the ad account level. Note that an X user account (handle) is different from the ad account used for billing and campaigns. |
Analytics and SEO
Connector | Platform's term | Implementation notes |
Adobe Analytics | Report suite | This is the primary container for your data. In the Funnel connection flow, you will choose from the available report suites in your Adobe account. |
Ahrefs | Project | Data is segmented by the specific project you have configured in Ahrefs to track your domains. |
Google Analytics | Property | GA4 is connected at the property level. This represents the logical data stream for a specific website or app. |
Google My Business (Google Business Profile) | Location | Formerly known as Google My Business. You connect at the location level (sometimes referred to as a business profile). If a business has multiple physical storefronts, each location is treated as a separate platform account in Funnel. |
Google Search Console | Property | A property is typically a specific URL or a Domain Property. Each must be linked as a separate platform account. |
Instagram Insights | Account | You connect at the account level. To access this data, the Instagram account must be a Business or Creator account and linked to a Facebook Page. |
LinkedIn Organic | Page | Often referred to as a Company Page. You connect to the specific page to pull organic metrics like follower growth and post engagement. |
Semrush | Project | Funnel pulls data based on the project settings in Semrush, which define the domains and keywords being tracked. |
X Organic | User account | Formerly Twitter Organic. You connect at the user account (handle) level to retrieve organic tweet metrics and profile analytics. |
YouTube | Channel | Each YouTube channel acts as a platform account. If you manage multiple channels under one Google login, you must select each one individually. |
E-commerce and CRM
Connector | Platform's term | Implementation notes |
BigCommerce | Store | Linked via your BigCommerce store hash. Each separate storefront is treated as its own platform account. |
HubSpot | Account (Portal) | Often identified by its HubID. All objects (Contacts, Deals, and so on) are pulled from this specific portal instance. |
Klaviyo | Account | Everything is tied to a single account ID. If you manage multiple brands, you will link multiple Klaviyo accounts. |
Salesforce | Organization (Org) | You connect to a specific org. Note that Production and Sandbox environments are treated as separate platform accounts in Funnel. |
Shopify | Store | Linked using your unique URL (example, |
Affiliate and Programmatic
Connector | Platform's term | Implementation notes |
Awin | Program | You connect at the program level. If your account has access to multiple advertiser programs, you will select them during setup. |
Campaign Manager 360 | Advertiser | For Google’s CM360, the platform account is the advertiser. You can filter and select specific advertisers under your Profile ID. |
Display & Video 360 | Advertiser | Connected at the advertiser level. This sits beneath the Partner level in the DV360 hierarchy. |
Impact | Account (Program) | In affiliate marketing, you connect to the specific brand account or program you are tracking. |
The Trade Desk | Advertiser | Data is pulled at the advertiser level. You must have the appropriate permissions to access the specific advertiser ID. |
Files, sheets and warehouses
Connector | Platform's term | Implementation notes |
Amazon S3 | Bucket | Each S3 bucket acts as a platform account. Funnel connects to the bucket and pulls data from the specific files or folders you define as Data Sources. |
Azure Blob Storage | Container | You connect at the container level. Like S3, the container is the platform account, and individual blobs or files within it are configured as Data Sources. |
BigQuery | Dataset | In the Google Cloud hierarchy, the dataset is the platform account. You select a specific dataset, and Funnel pulls data from the tables or views within it. |
Dropbox | Folder | Each specific folder you grant access to acts as a platform account. Funnel monitors the files within that folder to create your Data Sources. |
Google Cloud Storage | Bucket | Similar to Amazon S3, you connect at the bucket level. Each bucket is treated as a unique platform account in Funnel. |
Google Sheets | Spreadsheet | Each individual Google spreadsheet acts as a platform account. Within that spreadsheet, you can create multiple Data Sources by selecting specific tabs or ranges. |
SFTP | Server | The SFTP server (defined by its host address) is the platform account. Funnel accesses the directory you specify to find and import your data files. |
Snowflake | Database | You connect at the database level. While you may have multiple schemas within a database, Funnel identifies the database as the primary platform account. |