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

Verify fields, review key metrics and sign off on your data before Funnel Data-Driven MTA modeling begins.

Cheatsheet: Where are you in the Digital Measurement setup?

  1. 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. (You are here) 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 we can prepare your data for Funnel Data-Driven MTA, you need to verify that the native and custom fields in Funnel reflect the right data, review key metrics on a validation dashboard and sign off on the completeness and accuracy of the data.

After sign-off, we lock this data in place and no further changes are possible. It's essential that you thoroughly verify the data before signing off.

Before you begin

Ensure you complete the following:

Step 1: Verify native and custom fields

Use Data Explorer in Funnel to compare the data to what you have in GA4. Check the following:

  • GCLID, medium, source, campaign, referrer: These columns can be empty for some rows, but should not be empty for every row. If a column is consistently empty across all rows, a configuration issue is likely.
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  • Referrer: If this field is always empty, that is a red flag. It typically indicates a tracking or tagging issue on your website.
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  • event_name: Should contain at least page_view (normal clicks) and purchase (purchase clicks). If either is missing, check your GA4 event configuration.
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  • currency, basket value, transaction_id: Verify that these fields are present for purchase events. Missing values here affect conversion and revenue calculations.

Step 2: Create a validation dashboard

We help you create a dashboard in Funnel to review key metrics before preparing the data for Funnel Data-Driven MTA. The dashboard should include:

  • A graph of cost, conversions and revenue plotted over at least one year.
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  • Breakdowns that let you spot outliers, gaps or unexpected patterns in the data.

Handoff: Let us know when you've completed the field verification in Step 1. We set up the validation dashboard for you and confirm when it's ready for review.

Step 3: Validate key metrics

Using the dashboard, review the data together with us:

  1. Check that cost, conversions and revenue look correct over the full period.
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  2. Identify any outliers and investigate whether they reflect real events or data issues.
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  3. Confirm that conversions are available for every day and are above 50 per day.
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  4. Flag any concerns so we can investigate before proceeding.

Step 4: Sign off

Once you've verified the fields and validated the metrics:

  1. Confirm that the data is complete and accurate.
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  2. Let us know that you're ready to sign off.

After sign-off, we lock this data in place and begin preparing it for Funnel Data-Driven MTA. No further changes are possible after this point.

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