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.
(You are here) Set up verified conversions and verified revenue.
We set up exports, rules and we create your model. Review your results:
Review your measurement setup.
Review your marketing performance in the Insights dashboard.
Verified conversions represent the actual volume of online transactions from your system of record, like Shopify, Magento or a CRM. Digital Measurement uses this data to proportionally scale tracked conversions, correcting for tracking loss caused by cookie consent banners or ad blockers.
This step is optional but recommended. If you don't set up verified conversions, the model relies solely on GA4 tracking data, which may undercount conversions.
Verified conversions overview
GA4 tracking data can underreport conversions because not all users consent to cookies. Verified conversions provide the true sales count from your shop system. The model uses this data to calculate a scaling factor and applies it to the GA4 data, filling in the gaps proportionally.
For example, if cookie consent banners block 30% of traffic, the model uses verified conversions to scale up the tracked data so it reflects the full business impact.
Note: Verified conversions refer to online sales captured server-side in your system of record, typically the same source your finance team or other teams use. Don't confuse this with offline conversions (like store visits), which require the Advanced Measurement plan.
Before you begin
Ensure you complete the following:
Connect your advertising channels and GA4 via BigQuery MTA data in Funnel.
Set up the brand and market dimensions.
Have access to your system of record (Shopify, Magento, CRM or similar).
Connect your system of record
If Funnel has a connector for your system of record:
In Funnel, go to Data > Connect and select Data sources.
Select Connect data source.
Search for your system of record (for example, Shopify) and select it.
Follow the connection workflow to authenticate and configure the data source.
If Funnel doesn't have a connector for your system of record, contact us to discuss options.
Configure verified conversions and verified revenue
Once your system of record is connected, we set up the export configuration that includes the verified conversions and verified revenue fields. These fields map the transaction data from your system of record to the model.
Handoff: After you've connected your system of record, let us know. We'll configure the verified conversions and verified revenue fields and confirm when the setup is complete.
Expected behavior
Verified conversions represent the total transaction volume from your system of record.
Verified revenue represents the corresponding revenue.
The model uses these values as a calibration target. It doesn't replace your GA4 data; it scales the tracked conversions to match the verified totals.
In the Digital Measurement plan, only purchase events are supported as the conversion event for now.