Measure
How to work with Funnel Measurement
50 articles
Digital Measurement
Learn how to get started with the Digital Measurement plan.
- Introduction to Digital MeasurementLearn what Digital Measurement includes, its supported features and who it's designed for.
- Getting started with Digital MeasurementUnderstand the two-phase setup process and prerequisites for Digital Measurement.
- Measurement setupReview the status of your markets and attribution models in the Setup page.
- Run a proof of valueEvaluate your marketing data using Funnel Digital MMM with Google Analytics attribution before committing to the full setup.
- Review marketing performance in InsightsExplore your marketing performance using filters, summary cards, charts and performance tables in the Insights page.
- Connect your GA4 event-level data via BigQueryPrepare your GA4 property, export event data to BigQuery and connect the GA4 via BigQuery MTA connector in Funnel.
- Create a Funnel Measurement export for GA4 eventsSet up the Funnel Measurement export for your GA4 event data.
- Set up brand and marketUnderstand how brand and market dimensions organize your data and how market assignment works.
- Set up verified conversions and verified revenueConnect your system of record to correct for tracking loss caused by cookie consent or ad blockers.
- Validate and sign off on your data for Funnel Data-Driven MTAVerify fields, review key metrics and sign off on your data before Funnel Data-Driven MTA modeling begins.
- Validate and sign off on your data for Funnel Digital MMMSet up exports, validate cost and revenue data and sign off before Funnel Digital MMM modeling begins.
- Map Funnel Digital MMM rules to Funnel Data-Driven MTA dataHarmonize Funnel Digital MMM and Funnel Data-Driven MTA datasets by mapping fields between them.
- Understand attribution models in Funnel MeasureLearn how each attribution model works and why comparing multiple models gives you a fuller picture.
- Compare attribution modelsUse Attribution comparison to see how two different models assign credit across your channels and campaigns.
- Glossary: Funnel Measure termsA quick reference for key terms used in Funnel Measure.
Triangulation basics
Learn about Funnel's triangulation in this section.
- Marketing mix modelingUnderstand marketing mix modelling and its limitations in this article.
- Multi-touch attributionLearn about multi-touch attribution and its limitations in this article.
- Cost per action (CPA)Understand how cost per action (CPA) affects your marketing budget.
- What is triangulation?Understand how Funnel uses the triangulation approach in measurement.
- How do I activate GA4 event streaming to BigQuery in order to connect to Funnel Measurement?Prepare the event data for Multi-touch-attribution in Funnel Measurement
Multi-touch attribution in Funnel
Learn how Funnel implements MTA in the marketing measurement solution.
- Introduction to multi-touch attribution (MTA)Learn about multi-touch attribution (MTA) in Funnel.
- Attribution modeling conceptsUnderstand the basics of attribution modeling.
- LSTM modeling in Funnel’s MTAUnderstand how Funnel uses LSTM in multi-touch attribution (MTA)
- Unified measurement and triangulationUnderstand how Funnel uses a unified measurement solution to get more accurate data.
- Setting up MTA with FunnelUnderstand the requirements to run MTA in Funnel.
- Model training and attribution processUnderstand how Funnel trains and the model for multi-touch attribution.
- Exporting MTA data to advertising platformsLearn how you can export the MTA data from Funnel to advertising platforms.
- Incorporating MTA in media planningUnderstand how you can incorporate MTA in media planning using Funnel.
- Best practices and known limitations of MTALearn some of the best practices to use MTA and understand how to work around its limitations.
- FAQs on multi-touch attribution (MTA)Here are some of the common FAQs on MTA.
- Funnel glossary: Multi-touch attribution (MTA)Understand what these terms related to multi-touch attribution (MTA) mean in Funnel.
Triangulation dashboard
Learn how triangulation dashboard helps you visualize your measurement models.
- Triangulation dashboardLearn how to set up your triangulation dashboard to visualize your measurement models.
- Triangulation dashboard: OverviewThis section explains the Overview section in the triangulation dashboard.
- Totals panelLearn more about the Totals panel in the triangulation dashboard.
- Performance tableLearn how you can use the performance table in the Triangulation dashboard gives you insights into the performance of your sources.
- Share of Spend vs Share of Paid Media ContributionsLearn how to interpret the Share of Spend vs Share of Paid Media Contributions charts.
- Saturation CurveUnderstand what a saturation curve represents in marketing measurement.
Optimal Scenario Comparison
Compare current media performance with model-suggested improvements.
- Optimal Scenario ComparisonUnderstand how to use the Optimal Scenario Comparison view to interpret your marketing efforts.
- MediaplanThis article describes the Mediaplan section in the Optimal Scenario Comparison view
- Optimizing for CPALearn how Funnel's measurement model helps you optimize for CPA.
- Mediaplan Progress SummaryThis article describes about the Mediaplan Progress Summary section in the Optimal Scenario Comparison screen.
- Reference ComparisonThis article describes the Reference Comparison section in the Optimal Scenario Comparison screen.
- BreakdownThis section describes the Breakdown table in the Optimal Scenario Comparison screen.
Media Planner
Learn how to set up media plans in Funnel's Triangulation.
Incrementality
Learn how to use Funnel for incrementality testing.
- Incrementality basicsGet a high-level overview of incrementality testing before using the Funnel interface.
- Export data to Funnel MeasurementThis article explains how to export your data to Funnel Measurement so it becomes accessible to the Incrementality module.
- View Input DataLearn how to review the data that you exported into Funnel Measurement in the View Input Data tab.
- Test ConfigurationsLearn how to create an incrementality test in Funnel Triangulation.
- Test AnalysesLearn how to analyze the incrementality tests you created.