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) Validate and sign off on your data for Funnel Digital MMM.
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.
Before we can prepare your data for Funnel Digital MMM, you need to set up the required data exports and dimensions, validate cost and revenue data 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:
(Optional) Set up verified conversions and verified revenue.
Step 1: Ensure your advertising channels are connected
We handle the Funnel Digital MMM data template. Your only action in this step is to make sure all your advertising channels are connected in Funnel.
If any channels are missing, connect them using the standard connector workflow before proceeding.
Step 2: We create exports, dimensions and metrics
We create the required data exports along with the dimensions and metrics needed to organize your data for modeling. This includes the MMM Source Configuration dimension, which groups upper and lower funnel activities for Funnel Digital MMM.
Handoff: Wait for us to confirm that the data exports, dimensions and metrics are set up before proceeding.
Step 3: Write rules for the MMM Source Configuration dimension
Define rules for the MMM Source Configuration dimension based on your business logic. This dimension controls how your marketing channels are grouped for modeling.
Note: For every channel, aim for no more than 4 MMM Source Configurations. The general rule of thumb from a modeling perspective is to have about 10-15 sources per model.
Step 4: Validate the MMM Source Configuration rules
Use Data Explorer in Funnel to verify that the rules you defined for the MMM Source Configuration dimension are working as expected. Load the dimension along with the relevant fields and check that all rules produce the correct values.
Step 5: Validate cost and revenue data
We create a dashboard together in Funnel to validate cost and revenue data. This is similar to the validation you did for Funnel Data-Driven MTA data, but with an additional requirement: every date must contain a data point for cost and revenue per defined market.
For Funnel Digital MMM to produce reliable results, your data should meet these minimum requirements:
At least 365 days of continuous conversion and ad spend data.
At least 50 conversions per day.
No more than 12 days with zero conversions in the last year.
At least 30 days of non-zero spend across the last 12 months.
At least 3 marketing channels with meaningful spend for cross-channel comparison.
When reviewing, check the following:
Cost
Review daily cost data over at least one year (or the longest period available).
Check that daily cost values are within the expected range for your business.
Look for outliers. A sudden spike or drop in cost may indicate a data issue or a real event (like a seasonal campaign). Investigate anything unexpected.
Revenue
Review daily revenue data over the same period.
Check for outliers or gaps. A single day with unusually high or low revenue is worth investigating.
Confirm that revenue data is present for every day in the period.
Conversions
Review daily conversion data over the same period.
Confirm that you have at least 50 conversions for every single day.
Check for days with zero or very low conversions. No more than 12 zero-conversion days in the last year is acceptable, but consistent gaps indicate a data issue.
Tip: If you notice missing data or unexpected values, check your connector settings and data source configuration in Funnel. Issues often trace back to a misconfigured connection or a gap in the GA4-to-BigQuery data flow.
Step 6: Sign off
Once you've validated the MMM Source Configuration rules and the cost and revenue data:
Confirm that the data is complete and accurate.
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 Digital MMM. No further changes are possible after this point.