How to set up your e-commerce advertising strategy
E-commerce companies are everywhere, which is no surprise given the internet's endless selling opportunities. There are currently over 2 billion globa...
April 25, 2024
6 steps to choosing the right dashboard marketing metrics
You know the story — you sit down for your monthly or quarterly review to discuss how your campaigns have been performing against your marketing strat...
April 23, 2024
TikTok Search - temporary trend or Google killer?
When you want to find something online, you probably head to Google, and rightfully so, since Google accounts for nearly 92% of the global search engi...
April 18, 2024
How to find influencers on Instagram’s creator marketplace
Have you noticed your competitors' have leaned heavily into the power of Instagram's partnership opportunities lately? Did they find a creator who has...
April 16, 2024
The 15 best digital marketing dashboard tools
You know when you see a "jump to recipe" button at the top of the page, and your day becomes a little brighter? Food bloggers who provide this conveni...
April 11, 2024
The top client reporting tools of 2024
You spent weeks developing a market campaign that hits all your client's key concerns. Now, it's time to present the results. Maybe you're sitting at ...
April 9, 2024
What is marketing intelligence?
The modern business world runs on data, but data is only valuable if it can help you make smarter decisions. So how, exactly, can marketers leverage t...
April 4, 2024
Reporting at scale with iO
The world’s most successful agencies serve many clients at once, each bringing multiple projects worth of work. At the same time, each project may hav...
April 2, 2024
Top 5 BI tools (and 3 MI tools) for 2024
All rivers meet at the ocean. Those beautifully clear ocean waters gently lulling at the edge of a sunny island are made up of thousands of rivers fro...
April 1, 2024
Tracking what makes a dashboard successful
Pies, bars, tables, lines, trends, and more. It might sound like a hot new club or happy hour spot, but these are actually a sampling of some of the o...
March 28, 2024
Funnel Dashboards are here!
In a world overflowing with data, marketers often find themselves lost in a sea of spreadsheets, struggling to make sense of the numbers that inundate...
March 26, 2024
Understanding Consent Mode V2
As digital privacy continues to be a pivotal aspect of online interactions, Google's introduction of Consent Mode V2 in March 2024 is an important evo...
March 21, 2024
The keys to unlocking a dashboard’s potential
KISS (keep it simple stupid) is often a mantra in advertisers’ heads as they try to craft winning ads. It may also be a guiding strategy for agencies ...
March 19, 2024
Your guide to big data visualization
Data has gotten BIG for every industry, but it's really apparent in marketing. It's not just that you have hundreds of data sources to review before m...
March 15, 2024
An expert eye for dashboard design
We’ve all been there: sitting in front of a blank screen, trying to figure out how best to visualize and present your performance data. But where do y...
March 12, 2024
Make insights inclusive with accessible data visualization
Data visualizations serve as shiny beacons in a sea of raw data. They transform complex data sets into actionable insights so that even non-expert con...
March 7, 2024
Marketing personalization 101
Data and artificial intelligence are transforming the marketing industry, altering how marketers launch and manage campaigns — and it can be easy to g...
March 5, 2024
How to set up a TikTok Shop in three steps
TikTok Shop seems to be a game-changer in the world of social commerce. In this article, we'll explore the context and rationale behind why TikTok Sho...
February 29, 2024
Enhance your data visualization techniques
Data visualization is an essential tool for digital marketers to communicate the value of data insights to stakeholders and team members. It helps ide...
February 27, 2024
Email personalization techniques beyond 'Dear [Name]'
You're a savvy marketer who has convinced thousands of leads to give you their email addresses. Now, you want to move them through the sales funnel so...
February 22, 2024
Ethical data visualization in marketing
Here's a scenario to consider: you recently got put in charge of a marketing campaign for one of your firm's biggest clients. This is a huge opportuni...
February 20, 2024
Mastering e-commerce personalization for brand success
Step into the shoes of an e-commerce marketer. While you compete you're hardest against an ever-growing sea of competitors every day, you also have th...
February 15, 2024
The 12 best data visualization tools for marketing agencies
Faced with a sea of data, professionals must work smart to separate the signal from the noise. Data visualization tools are key in this effort, but wi...
February 14, 2024
How do we measure marketing success?
Imagine sitting in a boardroom, and a confident agency representative presents your quarterly marketing performance. They have analyzed your data with...
February 13, 2024
Monitoring vs. reporting – what’s the difference?
Does the thought of reporting week send a shiver down your spine? You're not alone. Many marketers dread the days leading up to the deadline for repor...
February 8, 2024
This is why you need marketing automation
Editor's note: This article has been updated to reflect best practices as of February 6, 2024 Did you know marketing automation is expected to grow to...
February 6, 2024
What is marketing analytics?
Editor's note: This article has been updated to reflect best practices as of February 1, 2024 What exactly do we mean by marketing analytics in a post...
February 1, 2024
8 Instagram ads best practices to try
Editor's note: This article has been updated to reflect best practices as of January 30, 2024 In today's cloudy economic climate, it's essential to in...
January 30, 2024
Conquering the customer journey
In a recent webinar, industry leaders from Center Parcs, Funnel, and Equancy shared valuable insights into the evolving landscape of customer journeys...
January 25, 2024
12 expert TikTok advertising tips for 2024
Over the past few years, TikTok has emerged as one the great social media giants. Far outpacing the growth of competitors like X, Reddit, and Snapchat...
January 23, 2024
The many ways to track marketing performance
A quick question: do you know which part of your marketing investment generates the most revenue? Is it even possible to know the answer? While this m...
January 18, 2024
UGC creators — what they are, and why many brands love them
User-generated content (UGC) creators are changing the marketing game for brands. As social media has become deeply intertwined with our everyday live...
January 16, 2024
The art of ad buying (for agencies)
For many agencies, crafting and executing a high-performing media plan is a delicate balance of science and art. The perfect mix of strategies, channe...
January 11, 2024
What’s in and what’s out in 2024?
It's the start of a new year – a time when many marketers take a moment to reflect on the previous year. We consider what went well, what surprised us...
January 10, 2024
What is ad fatigue and how to prevent it
We’ve all been there before (especially as marketers). You see a shiny new ad for the first time. It’s clever and looks great. You might even wish you...
January 9, 2024
The end of third-party cookies in Chrome is here
And so, the time has finally come. As of January 4, 2024, Chrome is disabling third-party cookies for 1% of its users. This will, then, gradually roll...
January 5, 2024
Optimize Google Ads headlines with these 11 expert tips
Imagine this: you've just spent hours crafting the perfect Google Ads campaign, pouring in all your creativity, hard work and expertise. You sit back,...
January 2, 2024
Performance marketing channels to try in 2024
Editor's note: This articled is based on an older post: performance marketing channels to try in 2023. It has been updated to reflect the latest and b...
December 28, 2023
Beating back marketer imposter syndrome
Do you battle against feelings of self doubt when building your campaigns or analyzing data? Perhaps you feel as though you’ve accepted a role that yo...
December 22, 2023
Multi-touch attribution vs. marketing mix modeling
Marketing mix modeling (MMM) and multi-touch attribution (MTA) are key methods in marketing analytics. While MMM offers a macro-level view of marketin...
December 20, 2023
Funnel wrapped — 2023
Well, what a year it has been. In a year marked by the Eras Tour and “Barbeneimer” it can be easy to forget about all of the progress and achievements...
December 15, 2023
How agencies can harness the power of data warehouses
Funnel recently conducted an insightful interview with Julian Modiano, the co-founder and CEO of Acuto, a Funnel solution partner. In this discussion ...
December 12, 2023
So, you want to be a performance marketer?
As you might imagine, our Funnel team places significant importance on performance marketing. After all, it’s what our product was built to support. B...
December 8, 2023
13 things to consider before building marketing data pipelines
The allure of building custom, in-house marketing data pipelines can be compelling for many organizations. From a zoomed out perspective, it promises ...
December 7, 2023
The role of data skills in the AI age
No one can agree on how artificial intelligence will impact the future of humanity. Elon Musk, who helped form OpenAI, the company that gave the world...
December 5, 2023
What is data orchestration?
Watch an orchestra, and you'll notice the conductor waving a wand around, pointing it at sections, and encouraging the musicians to either restrain th...
December 1, 2023
The ultimate marketing campaign checklist
Planning and launching a marketing campaign is like embarking on a journey across a sea of opportunities. It's an intricate blend of art and science, ...
November 30, 2023
Adtriba’s MMM experts reveal their secrets
Marketing mix modeling is having a moment. In a digital marketing world dominated by “black box” algorithms, GDPR, and the deprecation of third-party ...
November 28, 2023
The generative AI revolution: What marketers should expect in 2024
The marketing industry has recently experienced a significant transformation mainly driven by the development of generative artificial intelligence (G...
November 24, 2023
What upskilling in marketing means in the era of AI
In digital marketing, change is the only true constant. Out of all of the recent advancements, the rapid development of new artificial intelligence (A...
November 23, 2023
How Funnel differs from a customer data platform (CDP)
Smart marketers respect the importance of good data. But among all the tools that offer solutions for data management and analysis, it can be difficul...
November 21, 2023
5 tips for employer branding from our expert
Editor’s Note — Martin Solaja is currently responsible for employer branding and recruitment marketing at Funnel. The views expressed below are his ex...
November 16, 2023
Generative AI for content creation: 6 tips and tools
There is a massive opportunity for marketers to utilize artificial intelligence (AI) in their content creation. According to Funnel’s latest research,...
November 14, 2023
Top 5 Shopify automation tools that work
Shopify is one of the world’s leading e-commerce platforms. In fact, according to their website, they provide online shopping services to millions of ...
November 9, 2023
What are KPIs?
Key performance indicators (KPIs) are a type of performance measurement that tracks progress toward an intended objective or goal. They ensure you're ...
November 7, 2023
Analyze your Facebook Ads creatives the right way
Facebook Ads is a behemoth of a platform. Combined with other Meta properties, it took in more than $112 billion in ad revenue in 2022 — second only t...
October 31, 2023
Understanding the TOFU, MOFU, BOFU funnel model
Top marketers and their sales team simply love TOFU. Nope, not that silken dish adored by health enthusiasts the world over. We’re talking about top-o...
October 27, 2023
5 marketing horror stories to haunt your dreams
It was a dark and stormy night. Rain and wind battered the windows of a small, old cabin set deep in the dense woods. Inside, several marketers took r...
October 26, 2023
Bowtie funnel: A modern twist to marketing funnels
It's a dog-eat-dog marketing and sales world out there. Resilient businesses focusing on long-term success are scrapping the stodgy, straight marketin...
October 25, 2023
Have you outgrown your reporting process?
In the dynamic digital marketing landscape, data reporting tools like Supermetrics have been pivotal by enabling businesses to extract, analyze, and v...
October 24, 2023
The formula for a winning full-funnel marketing strategy
Is your conversion rate up-and-coming? Is there room to improve it and get more prospects to become happy brand advocates? (Hint: The answer is always...
October 23, 2023
Boost Black Friday sales through the power of social media
Black Friday, the annual shopping extravaganza, is a golden opportunity for your business to boost sales and gain fresh followers. Customers rejoice i...
October 20, 2023
Make it stop! 7 more things we’re tired of — AI edition
Recently, a few Funnelers took time to share the seven marketing-related things they were tired of hearing about — be the topics overstated, underwhel...
October 19, 2023
Everything you need to know about sales and marketing funnels
You may have heard people report the traditional sales funnel is dead, but according to industry leaders, that statement is far from true — well, depe...
October 18, 2023
5 ways AI is disrupting the agency world
Will AI be a dream for digital marketing agencies? Or will it be a nightmare? The answer is always somewhere in between, and no one knows how it will ...
October 17, 2023
Black Friday tips from an e-commerce expert
Black Friday is an intense time for all those working in retail and e-commerce. For digital marketers, it is what you prepare for months in advance th...
October 16, 2023
Top 10 e-commerce strategies to boost Black Friday sales
Black Friday is more than just a sale — it's an event, a tradition, and, for many businesses, a lifeline. Originating in the United States the day aft...
October 12, 2023
What is brand marketing?
"Your brand is what people say about you when you're not in the room." These profound words from Amazon's visionary founder, Jeff Bezos, provide an en...
October 10, 2023
Will AI take my marketing job?
The recent emergence of generative artificial intelligence tools has shaken the marketing industry to its core. In fact, according to recent Funnel re...
October 9, 2023
Stand out in a crowded Black Friday field
If there is one thing that e-commerce marketers can be sure of since the pandemic, it’s that no two holiday shopping seasons will be the same. In 2020...
October 6, 2023
How to use your marketing data in SiftLab
1. Pre-conditions You need to use Google Analytics UTM tagging, including: utm_source utm_medium Utm_campaign 2. Connect your ad platforms Navigate to...
October 4, 2023
5 statistics on AI and how it will impact marketing
Spoiler alert: it's not all doom and gloom. AI has been around for a long time – roughly since the 1950s. However, with the launch of tools like Midjo...
October 2, 2023
Black Friday insights that will knock your socks off
Whether you view Black Friday as a single day, week, month, or an unofficial extra quarter in the business calendar, it can be just as stressful for m...
September 28, 2023
What is affiliate marketing and how does it work?
Given the plethora of choices for digital marketing these days, it can be hard for marketers to keep track and take advantage of everything. One of th...
September 26, 2023
Designing high-converting landing pages for Black Friday
Takeaway: The best Black Friday landing pages convert visitors and generate leads. Here are some of the most effective ways you can get better results...
September 25, 2023
Expert strategies to win the e-commerce game
E-commerce is big business. In fact, the global e-commerce industry is estimated to be worth about $6.3 trillion in 2023, according to recent research...
September 21, 2023
Choosing a marketing agency in 4 steps
If you’re in a leadership role, you’re often faced with navigating turbulent seas. And while your crew (your employees) can help you maintain course a...
September 20, 2023
7 expert tips for your Black Friday ad campaigns
Takeaway: Black Friday ad campaigns can make or break your year. We've put together seven expert tips to help you make a successful campaign that driv...
September 12, 2023
Behind the scenes of creating our explainer video
Explaining the value of your business to your prospective customers can be tricky. And when you’re a B2B SaaS company that serves a particular niche t...
September 7, 2023
Who makes better ads: humans or AI?
Breaking news! Large language models and other artificial intelligence tools may have the power to reshape marketing as we know it. Okay. That’s not b...
September 6, 2023
What a marketing data hub really does for your business
Regular readers of this blog will understand how a marketing data hub can help you evade data quota issues, automate reporting, and even help prepare ...
September 5, 2023
The Simple, No-B.S. Guide to Content Marketing
The other day, my kid asked, "Dad, what do you do for a living?" After some reflection, I replied, "I write and tell stories." He gave me a puzzled lo...
September 1, 2023
Performance marketing vs. growth marketing
The goal of every marketer is to, over time, leverage and increase their performance to drive sustainable growth for a business. Right? So, then, what...
August 31, 2023
What are data connectors?
At Funnel, we talk a lot about data connectors. They are an essential building block of a marketing data hub’s functionality, and without them, compre...
August 29, 2023
What is ad ops?
Ad ops, digital ad ops, online ad operations, advertising operations — whatever marketers want to call it, ad operations can be kind of confusing. Tha...
August 25, 2023
How marketing and sales can work better together
Here you are, ready to bridge the gap between marketing and sales. Two departments that sometimes feel worlds apart. It's a common and challenging dyn...
August 24, 2023
7 free marketing report templates in Looker Studio
Ok, you want to build some fancy automated Looker Studio reports to easily analyze your daily, weekly, and monthly marketing performance, right? But y...
August 17, 2023
ETL limitations and ETL alternatives for marketers
A mind-boggling 328.77 million terabytes of data is created each day. However, all this information is meaningless unless you can pull data together f...
August 15, 2023
The showdown: display ads vs. search ads
Display and search ads are two of the most popular types of advertising available to marketers today. They can be quite diverse, low cost, and are com...
August 10, 2023
The critical skills every performance marketer needs
Back in the 1980s, the burger chain A&W wanted to beat McDonald’s and its famous quarter pounder burger. Their idea was quite simple: launch a big...
August 8, 2023
An expert’s view of data governance
We’re not afraid to admit that sometimes we’re wrong. Well, maybe not “wrong” as much as not fully informed. After all, we’re only humans — despite al...
August 3, 2023
The 12 types of display ads you need to know
Today, we are going to be digging through “the display dozen.” No, not the 1967 war film The Dirty Dozen that your parents have probably seen. These d...
August 1, 2023
How to select display advertising metrics and KPIs
Understanding and optimizing display advertising metrics is crucial for any marketer looking to improve their campaigns. This blog post will serve as ...
July 27, 2023
We just can’t: Seven marketing things we’re tired of
Like the latest fashion trends, the popularity of certain marketing concepts can wax and wane. One day it’s a cutting edge new technology. The next? W...
July 25, 2023
Collaboration now! How to build a harmonious marketing team
There’s no getting around it: collaboration breeds success. The trouble is, as organizations grow and become more complex, it is increasingly harder t...
July 20, 2023
What is data storytelling, and how can it make your presentations magical?
Our ability to craft and communicate stories is one of the most important things that make us human. Whether it’s story time in school or tales told r...
July 18, 2023
What is non-aggregatable data and how can you work with it?
Data is everywhere — it's the lifeblood of your business. However, using that wealth of information is often easier said than done, especially when de...
July 13, 2023
Google Analytics metrics and dimensions explained
Dimensions come in all sorts of shapes and sizes — literally. There are the dimensions you double check when buying furniture for your home. There are...
July 11, 2023
Reporting on Sessions in Google Analytics 4
In Universal Analytics (UA), 'Sessions' was a go-to metric for many of us. It was an easy way to see how much traffic a website or app was getting, an...
July 6, 2023
How to justify your marketing budget to the board
Marketing budgets are stagnating. For example, 51% of B2C companies and 45% of B2B companies are spending the same amount of money on marketing in 202...
July 4, 2023
We're free, and you're welcome 🍌
That's right. You can now start using Funnel to collect, store, transform, and share your data for free! It's part of our effort to help marketers for...
June 29, 2023
What is data governance (and why is it important)
In the fast-paced business landscape, data has become one of the most valuable assets for organizations. The key to unlocking that asset’s worth is so...
June 27, 2023
The essential YouTube ads best practices
Did you know that YouTube is visited by nearly a quarter of the world's population? If you're a marketer that's not harnessing the power of video ads,...
June 23, 2023
Your guide to display advertising
Display advertising. It's the digital equivalent of traditional print and out-of-home advertising tactics. After all, display advertising can be neatl...
June 22, 2023
How we navigate content marketing measurement
When driving, GPS is a lifesaver in preventing me from getting lost. Similarly, content marketers must have SMART goals and a data-driven approach to ...
June 19, 2023
How to solve Shopify reporting mismatches with Funnel
If you're reading this post, it's likely you're wrestling with matching the data displayed in Shopify's user interface to the data pulled from Shopify...
June 13, 2023
UTM ID: A marketer's key to campaign tracking
Marketers widely use UTMs to track their campaigns, and with the decline of third-party cookies, they'll become even more crucial for monitoring perfo...
June 7, 2023
Five quick tips for better dashboards
Data makes everything better. It’s like a magic elixir that makes your presentation incredibly nutritional, yet sugary sweet. But data isn’t the easie...
June 6, 2023
What is tag management?
Check out the source code on your favorite website, and you'll probably notice strings of code like "spotlight tag" and "floodlight tag" — also known ...
June 1, 2023
How to transform advertising data without using SQL
The amount of data created, captured, copied, and consumed globally increased dramatically from 2010-2020, with data creation expected to grow to 181 ...
May 30, 2023
Your last-minute GA4 survival guide in 11 steps
Google announced the sunset date for Universal Analytics (UA) a whopping 14 months ago. But if you're reading this, you might not be ready for the big...
May 26, 2023
Five must-try LinkedIn ad creative tips (with examples)
When creating ads for a B2B audience, there’s a good chance those ad creatives will end up on LinkedIn at some point. After all, LinkedIn is one of th...
May 25, 2023
What exactly are conversion APIs?
In the world of performance marketing, data sits at the head of the table. Tracking user interactions and conversions is critical for optimizing campa...
May 23, 2023
The future of performance marketing – Part 3
Teamwork makes the dreamwork — especially in the modern digital marketing industry. Sure, the upheaval caused by automation and data loss may seem ove...
May 19, 2023
What does data democratization mean for marketers?
Data democratization is a term that is being widely discussed in various companies and organizations. However, what exactly does it mean? Is it just a...
May 18, 2023
How AI chatbots could change search advertising
Since ChatGPT was launched in late-November 2022, interest in AI-related tools has exploded — especially among marketers. The opportunities for market...
May 16, 2023
The future of performance marketing - Part 2
Automation and data loss are totally upending the digital marketing industry. We’re having to rescope how we work and how we can influence the perform...
May 12, 2023
How to diagnose Google Ads performance drops
Imagine this — your Google Ads campaigns have been running for a while. Traffic is coming to your website, you have seen conversions coming in, and al...
May 11, 2023
The future depends on server-side tagging
There is so much upheaval in the world of analytics and conversion tracking that you would think digital marketers would be sort of used to it by now....
May 9, 2023
Three approaches to SEO goal setting
Editor’s Note — Thomas Frenkiel is Funnel’s SEO strategist with more than eight year's of industry experience. The views expressed below are his exper...
May 4, 2023
The top nine Google Optimize alternatives
Recently, Google announced that Google Optimize and Optimize 360 would no longer be available after September 30, 2023. This Google Optimize sunset ne...
May 2, 2023
The future of performance marketing - Part 1
Media automation and data loss are the two strongest forces shaping performance marketing today. Both of these trends are changing the core of the ind...
April 28, 2023
AI is coming for creatives (in a good way)
Predicting the future impact of artificial intelligence is still a fool’s errand. The public-facing technology is still in its infancy. However, marke...
April 25, 2023
How experts lead clients (and themselves) to greater data maturity
Given the massive shifts marketers are experiencing, it is becoming clear that improving your data maturity will be vital to maintaining your survival...
April 21, 2023
What is lifecycle marketing?
Hundreds of thousands of brands exist worldwide, and they are all fighting for consumers' attention. Whether you're a SaaS platform, travel company, o...
April 20, 2023
How do APIs work?
Application programming interfaces, or APIs for short, are such ubiquitous tools that it’s hard to imagine how the internet would function without the...
April 18, 2023
How do Meta's Advantage+ campaigns work?
Facebook’s parent company, Meta, recently launched their new advertising tool Advangage+. This new line of campaigns follows in the trend of many othe...
April 14, 2023
Data loss in marketing and the impact of black box ad platforms
Data loss is a significant concern for digital marketers. In fact, 73% of marketers say they're seriously worried that privacy laws will negatively im...
April 13, 2023
A US TikTok ban? What should advertisers do?
There may be no technology company currently under more scrutiny in the United States right now than TikTok. The hyper-popular app has seen explosive ...
April 11, 2023
Data literacy: Six actions for data-savvy marketers in 2023
In our recent study, The Marketing Data State of Play 2023, we explored the biggest challenges marketers face with collecting, managing, and analyzing...
April 4, 2023
Why data maturity is the key to future success
As we grow older, our worldviews shift according to our lived experiences. We learn how to manipulate the environment around us to help us thrive and ...
April 3, 2023
2023’s top marketing KPIs explained
William Shakespeare once pondered the question: “What’s in a name?” The same question could be asked of the multitude of KPIs that modern digital mark...
March 31, 2023
Imagining the ideal performance marketing team structure
As technology continues to evolve, the role of performance marketing teams is shifting to encompass a range of new skills and techniques. This also im...
March 30, 2023
The AI trend in advertising: What it is, and how to respond
Guess what? The advertising industry is getting a massive makeover, and it's all thanks to Artificial Intelligence (AI) and machine learning. Research...
March 28, 2023
Why you need to centralize your marketing data
Modern day digital marketers have to contend with loads of challenges. One of the most daunting obstacles is trying to make sense of your performance ...
March 24, 2023
Multi-touch attribution models explained
The typical customer journey involves multiple interactions across multiple channels. But how can you determine which of these interactions actually d...
March 23, 2023
Expert tips to protect your marketing budget
Richard Grenfell-Hill after his keynote speech on 'Managing budgets in times of crisis.' How do you continue to deliver on your performance marketing ...
March 21, 2023
What is data mesh?
Data mesh: you may have heard about the concept lately. In the world of digital marketing, it’s almost as big of a buzzword as “efficiency” right now....
March 17, 2023
Digital marketing in a recession? Take this into account...
During times of economic downturn, companies often slash their marketing budgets. However, marketing during a recession is actually essential to susta...
March 16, 2023
Nine effective Google Ads optimization tips for 2023
In today's uncertain economic climate, businesses of all sizes are looking for ways to cut costs and maximize ROI. As marketing budgets fall under inc...
March 14, 2023
Why ad spend tracking is a must for every digital marketer
In today’s business climate of “are we / aren’t we in a recession?” ad spend tracking is more important than ever. After all, how can you determine yo...
March 10, 2023
Marketing efficiency ratio – explaining MER in marketing
As a digital marketing professional, you know some metrics matter, and some metrics miss the mark. Marketing efficiency ratio (or MER, for short) fall...
March 9, 2023
A real MMM walkthrough from an expert
Marketing mix modeling can be quite an intricate and complex subject matter. There are loads of variables to take into account, lots of data to keep t...
March 3, 2023
Incrementality: what, why, and how to?
With budget constraints tightening and increasing economic uncertainty, marketing measurement is the guiding light for all those within the industry, ...
March 3, 2023
A better way to think about vanity metrics in marketing
The word vanity is often reserved for those who showcase an inflated sense of pride in themselves. It also indicates that something is empty, worthles...
March 2, 2023
The importance of owning your reporting data
In July 2019, Google announced their new “App + Web” property, which would later be renamed to Google Analytics 4. Immediately post announcement, most...
February 28, 2023
The experts guide to retargeting - 2023 edition
As the third-party cookie prepares to crumble and it keeps getting harder to reach the right audience, the way marketers buy ads will have to change. ...
February 24, 2023
How GA4 improves with other Google products
You’re a smart digital marketer. Which means you already have your Google Analytics 4 account up and running already, right? Of course! One of the fir...
February 23, 2023
Ad campaign optimization: six strategies for success
North American companies spent over $297.5 billion on ad campaigns in 2021. Researchers expect that number to keep growing over the next few years. By...
February 21, 2023
Five smart data-driven marketing experiments
Data plays a leading role in all aspects of life and should also be an integral part of your marketing strategy. A recent Nielsen survey found that re...
February 17, 2023
GA4 brings machine learning to the forefront
As we covered here, Google Analytics 4 has a few new features and structures that set it apart from Universal Analytics. One of the most important str...
February 16, 2023
Six tips on how to analyze marketing data
You've likely heard that data is your organization's lifeblood — yet many businesses aren't harnessing its power. While 59 percent of marketing teams ...
February 14, 2023
Give us 9 minutes to convince you that GA4 is better than UA
Yep. You read that right. Not only do we know that Google Analytics 4 is better than the outgoing Universal Analytics, but we’ll also convince you of ...
February 9, 2023
The art and science of marketing channel strategy
Navigating the digital marketing landscape? Make sure your marketing channel strategy is on point. The right strategy can steer your campaign toward s...
February 7, 2023
Report on search impression share for Google Ads: A step-by-step guide
If you are struggling to report on search impression share for Google Ads, this guide is for you. We will cover what search impression share is, how i...
February 6, 2023
Five ways to solve the marketing data challenge
No. The “marketing data challenge” is not the latest dance trend on TikTok, but rather a tricky and intricate balance that performance and digital mar...
February 3, 2023
Solving GA4 quota issues in Looker Studio
Since you’re a savvy digital marketer, you’ve certainly made the transition to Google Analytics 4 by now. However, if you’re using Looker Studio to vi...
February 2, 2023
The ultimate guide to PPC reporting
So, you’ve started running your pay-per-click campaigns. Congratulations! Unfortunately, your job doesn’t end there. While pay-per-click campaigns (or...
January 31, 2023
Discovering the state of digital marketing, and questioning where it’s going
At the end of 2022, Funnel released a survey of American and European digital marketers. We dug into the problems they face when working with and anal...
January 26, 2023
CTV strategy: how to scale, complete the funnel, and measure
Are you ready to take your advertising to the next level? Connected TV (CTV) advertising is quickly becoming the go-to choice for brands looking to re...
January 25, 2023
Learn Google Analytics 4 with this list of top resources
If you’re familiar with Google Ads and using Google to optimize your ad campaigns, there’s another Google product you should consider to track, analyz...
January 24, 2023
What is an ETL? Everything Marketers need to know
What is an ETL tool? Plenty of professionals use them to make data collection and data analysis easier. As a marketer, you will likely use ETL solutio...
January 19, 2023
Top 12 Performance Marketing tools
Marketing data can be a double-edged sword. The potential insight it offers is immense, and when managed properly, it can be a game-changer. That said...
January 17, 2023
Looker Studio vs Looker - Explained
What’s in a name? Many marketers are asking themselves this very question now that Google has purchased the visualization tool Looker, and merged the ...
January 12, 2023
Digital marketing budget allocation in six steps
Do you want to allocate your digital marketing budget across channels? Read on the learn how to do it in the smart way. The relevance of online market...
January 12, 2023
The digital marketing attribution problem
The wrong answer to the right question Attribution seems to be the word on every marketer’s lips right now. Listen in on any topical marketing discuss...
January 3, 2023
10 essential performance marketing metrics to monitor
Online marketing has introduced unparalleled possibilities for marketing teams to collect precise and relevant data. Using this data, digital marketer...
December 22, 2022
Top marketing data sources for a data & insights driven strategy
For performance marketers and digital strategists, data is the key to success. Marketing teams are analyzing more customer and business data than ever...
December 21, 2022
What is performance marketing & how to start today
Marketers are continually developing new tactics to market their goods and services online. They need to keep up with fast-evolving consumer demands a...
December 20, 2022
GA4 migration: The best way to store UA data forever without BigQuery
The great Google Analytics 4 reckoning is coming for every marketer, whether you’re ready or not. That means all marketers need a strategy for handlin...
December 16, 2022
Behavioral vs. contextual targeting: the difference explained
Marketers have relied on behavioral targeting for years to leverage data about consumer behavior and create relevant messages that resonate deeply and...
December 15, 2022
How to solve Google Analytics 4 quota issues in Looker Studio
Read on if you are looking for ways to handle the errors you might see in Looker Studio, like "Data set configuration error". These errors can be the ...
December 13, 2022
Best practices for peak season reporting
Most retail businesses experience their peak season between Halloween and New Year. It can include Black Friday, Cyber Monday, Christmas, Hanukkah, an...
December 6, 2022
Using the PESO framework in digital marketing
At one time, the only way for companies to tap into their target audiences was by interrupting them with paid media channels like television advertise...
December 2, 2022
Marketers reveal they lack data confidence
Marketers suffer from low confidence due to a skills and technology gap according to new research. With data taking on a stronger role in decision mak...
November 30, 2022
Marketing data tools you can’t live without
In today's digital age, marketing has become increasingly data-driven. With so much information available, it can be overwhelming for marketers to mak...
November 16, 2022
How user experience metrics drastically improve your e-commerce site
E-commerce is a competitive digital business model. Over the past decade or so, global e-commerce sales have been moving in one direction: up. As the ...
November 9, 2022
Performance marketing vs. brand marketing - and how they work together
What results do you expect from your marketing campaigns? How you answer that question probably depends on whether you focus on performance marketing ...
November 1, 2022
What is a data stack, and why are they important?
You should know by now that at Funnel, we love data. But what we love best is creating accurate, organized and useful data that's been collected, clea...
October 31, 2022
How to start using TikTok ads
TikTok ads can be a powerful resource in a digital marketer’s tool belt. After all, TikTok is one of the world’s fastest-growing and most popular soci...
October 26, 2022
Five Halloween email campaign examples to hallo-win your audience
Now that spooky season has finally arrived again, marketers have a great opportunity to capitalize on the frighteningly festive holiday. One ghoulishl...
October 24, 2022
Score the best shoppers with these Black Friday email marketing tips
Black Friday is one of the biggest consumer shopping days of the year. While the holiday season seems to start earlier every year, a great Black Frida...
October 17, 2022
Why modern marketers shouldn’t focus on ROAS alone
Marketing is one of the fastest adapting roles out there - digital advertising, media buying, and performance marketing in particular. The role of a m...
October 13, 2022
Customer lifetime value explained
To some, customer lifetime value is an elusive goal that always seems just out of reach. While to others, it’s sacred. For marketers, though, customer...
October 12, 2022
3 critical trends in advertising right now and in 2023
Are you finding it hard to understand how your marketing is performing in the context of the current market? You might be relieved to find out you are...
October 5, 2022
The best practices for Google Performance Max
The new Google Performance Max is the latest campaign type to roll out from the online advertising and search giant. This new offering aims to connect...
September 21, 2022
Client reporting best practices: 9 simple tips
As a digital marketer, how do you see client reporting? Do you look forward to generating reports at the end of every month, or see it as a gruelling ...
September 20, 2022
What are the benefits of server-side tagging?
The benefits of server-side tagging are many. You regain control of your data and what is shared with third-party marketing platforms. You improve bot...
September 19, 2022
The ultimate guide to digital marketing reporting
Marketing reporting is a key part of a modern marketer’s role. It doesn't matter if you work in an agency, as a freelancer or if you are part of an in...
September 13, 2022
What is data-driven marketing?
At Funnel, data-driven marketing is a way of life. We use data to both measure and inform all of our marketing efforts. It is so ingrained in our DNA,...
September 7, 2022
What is a data model? Data modeling explained
Data models can be powerful tools for many professionals, including marketers and analysts. They can help present a clearer picture of what tactics co...
September 5, 2022
All about data visualization — what, why, how?
Data visualization is an essential tool for any modern marketer. After all, what good are all of your performance metrics if you can’t see what’s happ...
August 31, 2022
Setting up your first-party data strategy: 6 smart ways to start
Third-party cookies are disappearing. We’ve accepted that as digital marketers. In the beginning, it felt like a shock, and a little kick to the gut. ...
August 25, 2022
What is data cleaning? Your complete guide.
Data cleaning is an integral part of every savvy digital marketer’s tool belt. Data cleaning is often considered the foundational step of the data ana...
August 18, 2022
How to create geo maps in Google Data Studio
Geo maps are a great resource to quickly analyze campaign performance in Google Data Studio. They can give you a quick snapshot of which countries and...
August 17, 2022
Data transformation examples
When it comes to working effectively with data from multiple sources, transformation will inevitably become a critical part of your process. As we’ve ...
August 15, 2022
What is data reliability in marketing?
What is data reliability? Data reliability is the consistency of your data - that you get the data you expect, when and how you expect it. Data reliab...
August 9, 2022
What is data wrangling? A cowboy-style explanation
There are several symbolic visuals that can represent the American West. However, few of them are as powerful (or as popular) as the cowboy. Rugged. S...
August 8, 2022
Your guide to data mapping
As the old saying goes, you can’t compare apples and oranges. Nor can you compare grandmothers and toads, cows and long johns, or honey and butter. Ma...
August 4, 2022
Which data transformation tools are best for digital marketers?
As we covered in a recent article, data transformation is a critical part of data maintenance and analysis. But what data transformation tools are ava...
July 28, 2022