Digital Measurement is a Funnel Measure plan designed for digital-first marketers. It offers a self-serve experience that combines Funnel Digital MMM, Funnel Data-Driven MTA and platform attribution to measure performance.
This plan supports the following:
Media: Exclusively supports digital media, such as Facebook and Google, grouped by tactic.
Conversions: Focuses on digital conversions tracked online, with optional verified conversion scaling to correct for signal loss.
Context: Automatically applies standard contextual variables, such as public holidays, to the model.
Note: This plan doesn't support offline media (TV), offline conversions or custom user-uploaded variables.
This article covers what's included in Digital Measurement, who it's designed for and how to set it up.
Included features
Digital Measurement brings together three ways of measuring online conversion performance:
Funnel Digital MMM: A top-down statistical model that uses marketing mix modeling principles to measure the impact of your digital media. It establishes a baseline of conversions that would happen without paid marketing and calculates the incremental lift from each channel. Standard contextual variables, like public holidays, seasonality and major shopping events (like Black Friday), are automatically included.
Funnel Data-Driven MTA: A proprietary multi-touch attribution model that uses machine learning to assign credit across tracked touchpoints. It provides granular, campaign-level insights and allows direct comparison against rule-based models.
Platform attribution: Shows credit exactly as reported by each advertising platform. Because platforms operate in silos and don't deduplicate, totals may exceed actual sales. Use this view to verify that your ad platform settings are correct.
On request, you can also get access to several rule-based attribution models for comparison: Last-click attribution, First-click attribution, Linear attribution, Time-decay attribution and Position-based attribution.
You also get access to Insights, a performance evaluation dashboard where you can review ROAS, CPA and other key marketing metrics broken down by channel, source and campaign.
Who should use Digital Measurement
Digital Measurement is built for digital-first B2C, D2C and e-commerce brands that actively invest in paid digital marketing and use data to guide budget decisions. It's the right plan if:
Your media spend is concentrated in digital performance channels (platforms like Google Ads, Facebook Ads, TikTok and similar).
Your conversions are transactional and tracked online (for example, purchases or subscriptions).
You use Google Analytics 4 with historical tracking data accessible via BigQuery.
You want a self-serve setup experience without heavy consulting involvement.
Digital Measurement is not designed for B2B or lead-generation businesses with long or offline sales cycles, or for brands whose media strategy is primarily offline. If you need to model offline media, offline conversions or custom contextual variables like competitor pricing, use the Advanced Measurement plan.