Cheatsheet: Where are you in the Digital Measurement setup?
Cheatsheet: Where are you in the Digital Measurement setup?
Complete the proof of value and review results.
Connect your advertising channels and Connect your GA4 event-level data via BigQuery.
We set up exports, rules and we create your model. Review your results:
Review your measurement setup.
(You are here) Review your marketing performance in the Insights dashboard.
We set up the Insights dashboard on your behalf during the Digital Measurement proof of value phase. You don't need to configure the Insights dashboard yourself.
The Insights page shows a high-level summary of your marketing performance across all markets. To open it, click Insights in the left navigation menu.
If the Insights dashboard is empty, verify your setup in Measure > Setup and reach out to us.
Filters
The following filters are always available at the top of the page:
Date range: Select a time period (for example, Last full 7 days). The comparison period adjusts automatically and is displayed next to the date range.
Market: Filter by a specific market or select All markets to see everything. The dropdown lists your modeled markets (for example, France (MMM), Germany (MMM)) and Other (Unmodelled) for markets without a model.
When you select a market modeled with Funnel Data-Driven MTA, the following additional filters appear.
Measurement Channel: Filter by channel grouping (for example, Baseline, Email, Other, Paid Search, Paid Social, Video).
Measurement Source: Filter by the specific source within a channel (for example, Affiliate, Bing Brand, Google Brand, Google Performance Max, Meta Prospecting, Meta Remarketing).
When you select a market modeled with Funnel Digital MMM, the following additional filters appear.
Channel: Filter by channel grouping (for example, Direct, Email, Organic Search, Organic Shopping, Paid Search, Paid Social, Referral).
Traffic source: Filter by the specific source within a channel (for example, Bing, Facebook, Google, LinkedIn, TikTok, Yahoo).
For all modeled markets, a Campaign filter is also available to filter by individual campaign name.
Summary cards
At the top of the page below the filters, six summary cards display your key metrics at a glance: Cost, Revenue, Conversions, Return on ad spend (ROAS), Cost per action (CPA) and Average order value (AOV). Each card shows the current value and a comparison to the previous period, so you can quickly spot trends.
The variant label on each metric changes depending on which market you select:
All markets or Other (Unmodelled): Cards show the Verified variant (for example, Revenue Verified, ROAS Verified). These values come from your verified conversion source, like Shopify or your CRM.
A modeled market (for example, Germany (MMM)): Cards show the MMM variant (for example, Revenue MMM, ROAS MMM). These values come from the Funnel Digital MMM model for that market.
Cost always appears without a variant label because it comes directly from your ad platforms regardless of the market selection.
Chart
Below the summary cards, a chart visualizes a metric over time. You can:
Select a metric to display using the metric selector on the left to visualize its trend over time.
Break down the chart using the by selector followed by Choose dimension to split the data by a dimension.
Change the time granularity using the Day, Week or Month toggles in the top-right corner of the chart.
Performance table
The bottom of the page shows a table with your data. The table structure changes depending on which market you select.
When you select All markets or Other (Unmodelled), the table is broken down by Market with columns including Cost, Revenue Verified, ROAS verified, Conversions Verified, CPA verified, AOV verified, Impressions, CPM and Clicks.
When you select a modeled market, the table breakdown depends on the attribution model:
For markets with Funnel Digital MMM, the table is broken down by Measurement Channel, Measurement Source and Campaign with columns including Cost, Revenue MMM, ROAS MMM, Conversions MMM, CPA MMM, AOV MMM, Impressions, CPM and Clicks.
For markets with Funnel Data-Driven MTA, the table is broken down by Channel, Traffic source and Campaign.
Customize which columns appear by selecting Columns above the table. You can also toggle comparisons on or off and show values as a percentage of totals. Use the pagination controls to navigate through the rows.