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

Harmonize Funnel Digital MMM and Funnel Data-Driven MTA datasets by mapping fields between them.

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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. 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. (You are here) 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

After you've validated and signed off on your data for both Funnel Data-Driven MTA and Funnel Digital MMM, the next step is to harmonize the two datasets. This involves mapping the Funnel Digital MMM rules to the Funnel Data-Driven MTA data so that both pipelines use consistent field definitions.

Harmonize your Funnel Data-Driven MTA and Funnel Digital MMM data

We export your Funnel Data-Driven MTA data and prepare it as a new data source, called Funnel Measurement. This data source is then imported back into Funnel so that the Funnel Digital MMM data can be mapped to the Funnel Data-Driven MTA data.

You then map the following fields from the Funnel Data-Driven MTA data source to the corresponding MMM dimensions:

Source field

Maps to

Channel

Measurement Channel

Traffic source

Measurement Source

The mapping uses the same logic as your ad platform data. You apply the same rules you defined for your advertising data sources to this new Funnel Data-Driven MTA data source.

To map the fields:

  1. In Funnel, go to Organize > Dimensions.
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  2. Locate Measurement Channel and select Edit.
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  3. Write rules that map the Channel values from the Funnel Data-Driven MTA data source to the correct Measurement Channel values, using the same logic as your ad platform data.
    ​

  4. Select Save.
    ​

  5. Locate Measurement Source and select Edit.
    ​

  6. Write rules that map the Traffic source values from the Funnel Data-Driven MTA data source to the correct Measurement Source values.
    ​

  7. Select Save.
    ​

  8. Repeat for MMM Source Configuration if needed, applying the same grouping rules you used for your other data sources.

Tip: We provide standard rules and collaborate with you to map these fields correctly. Reach out to us if you need help defining the mapping logic.

Sign off on harmonized data

Once the mapping is complete:

  1. Confirm that the harmonized data is complete and accurate.
    ​

  2. Let us know that you're ready for the final sign-off.

After sign-off, we lock all data in place, including the Funnel Data-Driven MTA data, Funnel Digital MMM data and the harmonized mapping, and begin building your model. We provide a standard model as the output.

Related Articles
Getting started with Digital Measurement
Run a proof of value
Create a Funnel Measurement export for GA4 events
Validate and sign off on your data for Funnel Data-Driven MTA
Validate and sign off on your data for Funnel Digital MMM
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