USDP moves all clients to Funnel in under 90 days

Executive summary:

US Digital Partners replaced a fragmented reporting stack spanning a legacy data connector, BigQuery, manual spreadsheets, and Data (Looker) Studio with Funnel.

Within 90 days, the agency migrated all 30 clients to the platform, giving its team more reliable data and providing clients with up-to-date dashboards they can now check regularly. The result is more productive client conversations, faster identification of performance issues, and a shared reporting approach across the agency.

Key results:

• Migrated all 30 clients to Funnel within 90 days.
• Replaced a four-part reporting stack consisting of a legacy data connector, BigQuery, Data Studio, and manual spreadsheets with one connected platform.
• Moved client reporting from monthly, backward-looking links that few clients opened to up-to-date dashboards they now check regularly.
• Significantly increased both client and agency confidence in data and results.

Company profile:

US Digital Partners (USDP) is a full-service advertising and marketing agency based in Cincinnati, Ohio. Founded in 2002, the agency serves clients ranging from companies with no in-house marketing staff to large national brands, with a significant portion of its client base in B2B industries such as manufacturing, technology, healthcare, and non-profit.

USDP describes itself as an execution agency, built around launching and running campaigns rather than stopping at strategy or branding.

The challenge: A reporting stack that kept breaking

For years, USDP relied on a client reporting stack spread across several tools. Most client data was extracted from advertising platforms using a legacy data connector, which covered most, but not all, of the platforms its clients used. Data from unsupported platforms had to be added manually through Google Sheets. Everything was then consolidated in BigQuery before being visualized in client dashboards in Data Studio.

One significant drawback of this fragmented setup was how infrequently the data was updated, sometimes as rarely as once a month. This meant client conversations were often based on numbers that were already weeks old. Abby Bryant, Performance Marketing Analyst at USDP, recalls, “We could never pull up a report for a client in the middle of the month and say, ‘Here’s what’s happened over the past two weeks.’ It was always a look back, so we could never really have a good strategic conversation.”

Dashboards would also sometimes fail to load during client calls, causing the team to lose confidence in its own reporting. “We’d change something in Data Studio and then update the date range, and it might work, might not work,” says David Brecount, CEO of USDP. “So we’d tell clients, ‘Let me check that number and get back to you,’ because we just weren’t confident the numbers had come through correctly across all the moving parts.”

The solution: A structured search, followed by a fast migration

Abby's team led the search for a replacement, comparing platforms against a checklist of requirements and running demos and trials over several weeks. She ruled out tools built primarily for attribution, concerned that reporting would be treated as an afterthought added to someone else’s core product. “Funnel solved more problems than just an attribution tool would, since the focus was data standardization and reporting, not attribution with reporting added on.”

USDP piloted Funnel internally with one of its largest clients, which had an unusually complex account structure involving multiple advertising accounts across several platforms. Once the team saw that Funnel could handle this complexity, the agency began moving its entire client roster onto the platform. “A hundred percent of the clients moved over to Funnel within three months,” David says.

The results: Up-to-date dashboards clients want to open

With client reports migrated to Funnel’s native reporting suite, USDP and its clients finally had up-to-date dashboards to center their conversations around. That shift alone changed how frequently clients engaged with their reporting. “In my experience so far, it’s all been really positive,” Abby says. “People say the reports look a lot cleaner and more professional. Since launching this and having up-to-date data, we’ve definitely had more clients checking in on it regularly, which also helps us have more productive conversations.”

Internally, having every advertising account in one place changed how the team identifies problems and prioritizes its work. “Now we can go into a client and see everything at once, and see what really needs our focus right now,” Abby says. “That’s been really helpful. We couldn’t get that before.”

According to David, bringing the team together around a unified way of working in Funnel also supports upskilling and knowledge-sharing across the agency: “All three of our analysts are becoming experts on Funnel with their own clients underneath it, and we’re constantly collaborating and sharing what’s working and what’s not. In addition, Ask Funnel AI has been an important new tool for supporting our analysts.”

Looking ahead, USDP wants to use its unified, reliable data to make a clearer case for continued client investment in advertising. “In a noisy world, we want to show clients exactly where they can reach their ideal customers, without the kind of fatiguing, never-ending advertising budget only a national beer brand or insurance company can afford,” David says. “I’m hoping this level of data and clarity helps build the confidence our clients need that B2B advertising works.”