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Run a proof of value

Evaluate your marketing data using Funnel Digital MMM with Google Analytics attribution before committing to the full setup.

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Cheatsheet: Where are you in the Digital Measurement setup?

  1. (You are here) Complete the proof of value and review results.

  2. Connect your advertising channels and Connect your GA4 event-level data via BigQuery.

  3. Create a Funnel Measurement export for GA4 events.

  4. Set up brand and market.

  5. Set up verified conversions and verified revenue.

  6. Validate and sign off on your data for Funnel Data-Driven MTA.

  7. Validate and sign off on your data for Funnel Digital MMM.

  8. Map Funnel Digital MMM rules to Funnel Data-Driven MTA data.

  9. We set up exports, rules and we create your model. Review your results:

    1. Understand the different types of attribution models.

    2. Compare attribution models.

    3. Review your measurement setup.

    4. Review your marketing performance in the Insights dashboard.

Other related articles: Introduction to Digital Measurement, Introduction to Advanced Measurement, Getting started with Digital Measurement, Glossary: Funnel Measure terms

Before committing to the full Digital Measurement setup, you can run a proof of value. During this phase, we build a Funnel Digital MMM model and triangulate it with Google Analytics attribution instead of Funnel Data-Driven MTA. This gives you an early view of your marketing performance so you can see the value of Funnel Measure with minimal effort.

Before you begin

Ensure you have the following:

  • A Funnel workspace.
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  • Access to your Google Analytics 4 (GA4) property and connect it with Funnel.
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  • Access to your advertising platform accounts (Google Ads, Facebook Ads and others) and connect them in Funnel.

Step 1: Open the Setup page

In Funnel, select Measure in the left navigation menu. If you don't have a plan yet, you see the Setup page listing the 2 measurement plans: Digital Measurement and Advanced Measurement.

Step 2: Book a meeting

Select Book a meeting to schedule a call with a Funnel measurement expert. In the meeting, we:

  • Review your business and measurement needs.
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  • Evaluate whether your markets are compatible with Funnel's digital measurement approach.
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  • Recommend the right plan for your media mix.

Step 3: We build the model and configure Insights

After the meeting, we build a Funnel Digital MMM model for your data and set up the Insights dashboard on your behalf. During the proof of value, the model is triangulated with Google Analytics attribution instead of Funnel Data-Driven MTA. This includes selecting your conversion goal, connecting your Google Analytics property and connecting your ad platforms. You don't need to do this yourself.

Step 4: Review the proof of value

After the setup is complete, we'll inform you.

Go to Measure > Setup to see your markets listed. Review your measurement setup. Use the Insights dashboard to review your marketing performance.

Next steps

If the proof of value confirms that Digital Measurement is a good fit, proceed to phase 2 of the setup.

Related Articles
Getting started with Digital Measurement
Measurement setup
Validate and sign off on your data for Funnel Digital MMM
Map Funnel Digital MMM rules to Funnel Data-Driven MTA data
Understand attribution models in Funnel Measure
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