Funnel measure

Marketing measurement you can act on

Funnel Measure calibrates marketing mix modeling (MMM) with multi-touch attribution and incrementality testing so you can see what's working and optimize your budget with confidence. 

The challenges of modern marketing measurement

Reliable click tracking has eroded, and marketing has grown more complex across channels and markets. Here's where teams get stuck, and how Funnel Measure solves it.

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You can't see what's truly incremental

Last-click makes ROAS look better than it is. MMM separates real marketing impact from baseline and seasonality. Geo tests confirm it.

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Brand and upper-funnel get undervalued

Channels without a click look weak and get cut first. MMM captures their true contribution across paid and organic.

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Online and offline don't connect

TV drives online sales; search drives store visits. Funnel models them together, so you see cross-channel lift.

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Results arrive too late to matter

Annual MMM projects are stale on delivery. Funnel updates daily on your Data Hub data, so measurement drives everyday decisions.

Funnel Measure gives you the confidence you need to optimize your media spend.

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Clear next steps in weeks, not quarters

Traditional MMM meant months of manual model-building by expensive consultants before the first result. Funnel uses agentic AI to automate much of the data work, from quality checks to model optimization, so you reach actionable results in weeks, not quarters, without the cost of a traditional consulting engagement. 

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Granular & actionable

Channel and campaign-level detail, accounting for seasonality, pricing and external factors, so you know exactly where to act. 
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Always on

Your models update daily on live data, so measurement stays current for every decision, from daily pacing to quarterly planning.
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Runs on Funnel's Data Hub

Measure comes with it's own built-in data foundation, so every model runs on marketing data that's already collected, cleaned, normalized and kept current. 

From data to decisions in weeks, not quarters

1
Connect your data

Consistent, governed ingestion from 600+ sources via Funnel’s Data Hub

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Use AI-powered modeling

Multi-objective optimization across thousands of configurations

3
Get daily AI insights

Saturation curves, marginal ROAS, budget recommendations

4
Take action

Scenario planning, forecasting, automated bid optimization

More precise measurement with triangulation

By calibrating marketing mix modeling (MMM) with multi-touch attribution and incrementality testing, Funnel delivers robust, cross-validated insights. It minimizes biases, reduces over-reliance on any single methodology, and provides a comprehensive view of your marketing efforts.

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MMM (Marketing mix modeling)

Understand the true impact of every channel, including campaigns that never get a click. Separate genuine marketing impact from baseline performance and external factors like seasonality.
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MTA (Multi-touch attribution)

Within triangulation, MTA calibrates the MMM and acts as an independent counterpoint, so the two methods cross-check each other instead of relying on a single model.
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Incrementality testing

Run controlled experiments to validate your attribution models and confirm what is actually driving results - not just correlation, but causation.

What you get with Funnel Measure

Beyond last-click

Beyond last-click

Know what actually drives conversions

Attribute conversions across channels and campaigns with machine learning, not just the final click.

Incremental impact

Incremental impact

Measure only what’s truly incremental

Some sales would happen without your campaigns. Funnel nets out the baseline, so ROAS reflects real marketing impact.

Carryover effects (adstock)

Carryover effects (adstock)

Credit slow-burn and brand channels

Marketing keeps working after the impression. Funnel models the adstock carryover so delayed effects still count.

Marginal

Channel saturation & marginal ROAS

Find the spend sweet spot

Every channel has diminishing returns. See where the next dollar stops paying off.

Budget

Budget optimization

Put dollars where they work hardest

Reallocate to the ideal mix given each channel's saturation, and model scenarios before you commit.

AI

AI insights

Turn analysis into action

AI-powered analysis surfaces what changed and recommends where to move budget, in plain language.

Built on Funnel's Data Hub

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    600+ marketing connectors and auto-normalization

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    Structured, clean time series data for modeling

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    Persistent storage of all historical data

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    Outputs to BI tools (e.g., Looker, Tableau), data warehouses and Funnel Dashboards

Which industries benefit most 

Retail & omni-channel

Selling across online, in-store and marketplaces like Amazon? MMM and MTA together connect media spend to both online and offline sales, so you see the full picture. 

Ecommerce

Online-first brands ready to move past GA and last-click. MMM and MTA give a complete view of what actually drives online sales, including the channels clicks can't see.

FMCG

Are you selling through wholesalers and retailers with limited access to direct sales data? MMM measures marketing impact where conversion tracking can't reach.

Other

Any brand with meaningful complexity across channels and markets, from travel to subscription to finance. If measurement gets harder as you grow, Funnel fits.

For marketing teams and leadership

For marketers

Act with confidence

  • ✓See which channels and campaigns actually drive sales, not just clicks
  • ✓Catch saturation before you waste spend, and shift budget to where it still pays
  • ✓Turn daily insights into action without waiting on a quarterly report
For CMOs

Prove and defend marketing's value

  • ✓Show marketing's real contribution to revenue, with evidence that holds up in the boardroom
  • ✓Defend and reallocate budget with a model the whole organization trusts
  • ✓Make strategic bets across the full marketing mix, including offline

Implementation

Part of the Funnel platform

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Integrate measurement results with other metrics in your dashboards - ROAS, CPA and more
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Compare actuals against budgets and targets
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Share results with stakeholders and clients through Funnel's reporting and portals
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Always working from clean data - no late, missing or incorrect inputs

img_reportLearn more about triangulation

Why rely solely on MMM, MTA or incrementality testing when you can use all three? Our approach utilizes the strengths of each methodology to offset their weaknesses. Discover how we achieve this, and how your business can benefit, by downloading our white paper.

Access the report

We just need your name and work email so that we can send it to your inbox. Fill out the form below to get the report.

Ready to measure what your marketing is doing?

Book a demo and see how Funnel Measure gives your team the confidence to act on your data.

FAQ

Does Funnel Measure include marketing mix modeling (MMM)? dropdown
Yes. Marketing mix modeling (MMM) is one of the core methods in Funnel Measure, the measurement add-on to Funnel's Data Hub. Measure also includes multi-touch attribution (MTA), incrementality testing, budget optimization and scenario planning. MMM runs at both channel and campaign level, so you can move from a high-level view to campaign detail in one place.
Which measurement methods does Funnel Measure use? dropdown
Funnel Measure combines marketing mix modeling (MMM), multi-touch attribution (MTA) and incrementality testing. MMM gives long-term impact at channel and campaign level without user-level tracking; MTA attributes results across tracked digital touchpoints; incrementality testing runs controlled experiments to confirm causation. Each is strong where the others are weak.
How does Funnel Measure combine these methods? dropdown
Funnel Measure uses triangulation to calibrate MMM with MTA and incrementality testing so the three methods cross-validate each other. It reduces the bias of any single approach and gives a more complete, trustworthy view of what your marketing is actually driving.
How is Funnel Measure different from a traditional MMM project? dropdown
Traditionally, MMM is often done as a one-off consulting engagement: expensive, slow and stale within months. Funnel Measure runs continuously on a trusted data foundation, covering online, offline, paid and organic channels, and validates results across methods instead of trusting a single model. MMM becomes part of ongoing optimization, not an annual report.
Do you need your own data warehouse or data pipeline? dropdown
No. Funnel Measure runs on its own built-in data foundation, so you don't need a separate warehouse or pipeline to get started. Your marketing data is collected, cleaned, normalized and continuously updated in Funnel's Data Hub, so the model always runs on governed, up-to-date inputs. You can also export the same data to your BI tools or warehouse.
How quickly can you get MMM results with Funnel Measure? dropdown
Weeks, not quarters. Because the data foundation and modeling are automated, you go from connected data to trustworthy results without the months-long implementation the old measurement stack required.
Are incremental insights provided at a campaign, ad set and/or creative level? dropdown
Insights can be at channel and/or campaign level. Ad-set and creative-level insights are statistically improbable. However, Funnel's integrated Data Hub, Funnel AI, MCP connection and reporting capabilities let a channel specialist dig into campaign data and hypothesize why certain channels may have struggled during a given period.

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