Setting up Digital Measurement happens in 2 phases. In the first phase, we evaluate your data together using Google Analytics attribution. In the second phase, you connect your full data pipeline and we build your models. You complete some steps on your own and we assist you in a few steps.
For an overview of what Digital Measurement includes and who it's designed for, see Introduction to Digital Measurement.
Before you begin
To start the proof of value phase, you need:
A Funnel workspace.
Connect your Google Analytics 4 (GA4) property and your advertising platform accounts (Google Ads, Facebook Ads and others) in Funnel.
To proceed to the full Digital Measurement setup (Phase 2), additionally you also need:
Access to your GA4 event-level data through your Google BigQuery project.
Optionally, access to a system of record (like Shopify, Magento or a CRM) if you want to use verified conversions to correct for tracking loss.
Phase 1: Proof of value
Book a meeting. Talk a Funnel measurement expert and identify which measurement plan suits your requirements.
Complete the proof of value. We build a Funnel Digital MMM model and triangulate it with Google Analytics attribution so you can evaluate your marketing performance before committing to the full setup.
Review your results. After the proof of value is set up, review your markets and attribution status in the Setup page and explore your marketing performance in the Insights page.
Phase 2: Full Digital Measurement setup
In this phase, you connect your full data pipeline and we build and deploy the Funnel Digital MMM and Funnel Data-Driven MTA models.
Connect your advertising channels. Connect all your digital advertising platforms in Funnel using the standard connector workflow.
Connect your GA4 event-level data via BigQuery. Enable the flow of data from GA4 to BigQuery, activate event streaming with User ID and connect the GA4 via BigQuery MTA connector in Funnel.
Create a data export for GA4 events. Set up the Funnel Measurement export for your GA4 event data and create the required custom dimensions.
Set up brand and market. Create and configure the brand and market dimensions that organize your data for modeling.
(Optional) Set up verified conversions and verified revenue. Connect your system of record and configure verified conversions and verified revenue to correct for signal loss from cookie consent or ad blockers.
Validate and sign off on your data for Funnel Data-Driven MTA. Verify that native and custom fields reflect the right data, review key metrics on a validation dashboard and sign off before modeling begins.
Validate and sign off on your data for Funnel Digital MMM. Set up data shares and dimensions, validate cost and revenue data and sign off before modeling begins.
Map Funnel Digital MMM rules to Funnel Data-Driven MTA data. Harmonize the two datasets by mapping Funnel Digital MMM fields to the Funnel Data-Driven MTA data source.
We set up exports and rules. We handle export setup, data shares and standard rule configuration on your behalf. You'll receive confirmation when this step is complete.
We create your model. We build and validate the model. You'll receive a standard model as the output.
Review your results. Once the model is ready, review your market status and model performance. Compare attribution models and understand how different attribution models assign credit.
Note: At certain points in the setup, you'll need to wait for us to complete our part before moving to the next step. These handoff points are clearly marked in each article.
Next steps
As with any other data in Funnel, you can also build custom reports using Funnel Dashboards, or export your measurement data to a data warehouse or third-party visualization tool.