Data Transformation

Your data cleaned, mapped and segmented in a way that makes sense to you

  • Easily compare performance over custom defined groups
  • Save time and increase efficiency in analytics and reporting
  • Automatically normalize and aggregate data prior to analysis
data transformation

Trusted by the world's most data-driven businesses


Features

Funnel’s catalog of data transformation features is what separates us from other tools on the market. Feeding raw data from your marketing platforms into a data warehouse or visualization tool can be beneficial for a small number of use cases, but the real value is obtained when the data is cleaned, mapped and segmented in a way that makes sense to you.

custom dimensions

Custom Dimensions

Easily create meaningful groups of data with Funnel’s custom dimensions.

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custom metrics

Custom Metrics

Instead of creating complex formulas in excel, you can create these metrics with ease in Funnel.
 

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currency conversion

Currency Conversion

Funnel’s in house currency converter automatically sets exchange rates with the option to customise.

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Data mapping

Using Funnel's custom dimensions is a great way to make meaningful groups of data. Instead of reporting on data sources individually, you can join data from different sources, enrich with additional information and apply rules in order to segment your data. It’s easy to combine tracking and advertising data to calculate metrics such as ROAS, segment by market, or split your data into groups that you analyse such as market. Learn more.

data mapping

Benefits

  • Out of the box mapping by Traffic source, Paid/Organic, Campaign and Media Type
  • Combine ad platform data with tracking data in a single row to calculate metrics like ROAS
  • Create groups/categories such as brand, market and media type to compare performance
  • Join data from different sources by applying simple rules
  • Cross channel performance analysis is not only possible, but can be achieved in seconds
  • The ability to rename native dimensions from marketing platforms
  • Merge native dimensions to match with other dimension(s)
data mapping

Cross platform analysis by Market and Media type

Custom metrics

Using Funnel's Custom Metrics feature is a great way to normalise metrics across multiple platforms. It’s also easy to add additional fees and calculate values such as cost minus VAT or ROAS. Custom Metrics can be created in Funnel using simple formulas or rules based on dimension values.

custom metrics

Formulas

Using formulas allows you to define your own metrics using basic arithmetic. Instead of creating complex calculations in excel, you can create enhanced metrics quickly and efficiently in Funnel. Learn more.

custom metrics - formula

Normalised metrics across marketing sources

custom metrics - formula

Cross platform analysis by Market and Media type

Benefits

  • Normalise metrics across platforms
  • Add fees/margins to cost metrics automatically
  • Calculate customised ROAS/ROI
  • Ability to rename native metrics
  • Create derived metrics like cost per session

Rules

Using rules is a great way to create metrics based on dimension values. For example, you can easily apply a unique margin/agency fee to individual campaigns/sources. You could also subtract the VAT from cost, per market. Learn more.

custom metrics - rules

Margin applied to cost based on campaign name

custom metrics - rules

Benefits

  • Apply margins/fees to individual sources and campaigns
  • Calculate revenue per campaign
  • Calculate customised ROAS/ROI
  • Include or exclude VAT per country/market
  • Create a count metric based on dimensions

Currency converter

If you advertise on a large number of platforms, there’s a good chance that the currency isn’t consistent. Funnel’s in house currency converter automatically sets exchange rates on a monthly basis. Learn more.

currency conversion

Automatic currencies

Let Funnel automatically convert your currencies so you don’t have to. The currency converter fetches the exchange rate from openexchangerates.org which can then be used wherever you need it.

Manual currencies

If you want complete control over your conversion rates, you can easily edit default automatic rates on a monthly basis.

Benefits

  • Converting currencies manually becomes a thing of the past
  • All monetary values cross platform in the currency of your choice
  • Customise monthly rates if desired
currency conversion

Automatic currency conversion