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SEOSEOPaid AcquisitionPaid acquisitionProgrammaticWebsite MonetizationProgrammaticApp UAApp MonetizationWebsite monetizationKeyword ResearchSearch IntentApp acquisitionROASCPAApp monetizationCPCLTVAffiliateeCPMRPMRetail MediaAttributionConversion TrackingCreative IntelMMPHeader BiddingDSPSSPRTBAd ViewabilityFill RateASOSKAdNetworkARPDAURewarded VideoAd MediationAffiliateCreative TestingA/B TestingRetargetingLookalike AudiencesCampaign OptimizationBrand SafetySupply Path

Attribution & Analytics

Funnel

Paid

Funnel is a marketing data collection and reporting platform that pulls spend, impression, and conversion data from hundreds of advertising, analytics, and commerce sources into one cleaned dataset. It automates the connectors, currency conversion, and field mapping that teams otherwise stitch together by hand, then exports harmonized data to dashboards, data warehouses, or spreadsheets. It is aimed at marketing and analytics teams that want reliable cross-channel reporting without building and maintaining their own ETL pipelines.

Analyticsmarketing data hubETLcross-channel reportingdata connectors

What it does

Funnel is a managed marketing data hub that connects to advertising platforms, web analytics, CRMs, and commerce systems, then collects their metrics on a schedule into a single normalized store. It handles the unglamorous work of maintaining API connectors, converting currencies, deduplicating, and mapping inconsistent field names so that 'spend' means the same thing across every channel. From there you can send harmonized data to BI tools like Looker Studio or Power BI, push it into a warehouse such as BigQuery or Snowflake, or pull it into Google Sheets. Because it focuses on collection and transformation rather than attribution modeling, teams typically pair it with a downstream analytics or reporting layer.

Where it fits

Funnel sits at the data-collection layer of the stack, feeding cleaned cross-channel marketing data into dashboards and warehouses.

Core features

  • Hundreds of pre-built connectors to ad and analytics platforms
  • Automatic currency conversion and field harmonization
  • Scheduled data refresh without manual exports
  • Export to BI tools, warehouses, and spreadsheets
  • Custom metrics and rules for normalizing channel data

Best for

  • Teams consolidating spend across many ad channels
  • Analysts who want clean data without building ETL
  • Agencies reporting on multiple client accounts

Beginner notes

  1. Map each source's spend and conversion fields to shared dimensions early, or downstream reports will not reconcile.
  2. Decide whether you need warehouse export or just dashboards, since pricing scales with data sources and volume.
  3. It collects and cleans data but does not assign credit, so plan a separate attribution or BI layer.
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