The required dimensions in Funnel.io are:
Adtriba UMM Country (if your organization has several brands)
Adtriba UMM Brand (if your brands are operating in several countries)
Adtriba UMM Source
This information is crucial for the modeling, especially for calculating the effects for your different brands and countries.
Please follow the next steps to set up the needed dimensions:
1) Adtriba UMM Country
We need to know in which country the advertising was shown and conversions were generated. This rule depends on where you specify your country information - some do it in the connection_name, others in the campaign string. Others again, might just have one country - these can just specify a general rule that applies to everything. The output value needs to be a 2 - character ISO country code in the English naming convention (example: DE, UK, IT). The first example shows an overall value for everything (DE in this case).
Log into your Funnel account
Go to the left-hand side navigation and click on “Dimensions”
Add the following custom dimensions if not already present:
Adtriba UMM Country
OPTION 1
Example 1: applies when only one country is present and is applied to all data sources that are connected.
Example 2: applies when multiple countries are used. The input variable (currently Data Source) depends on the variable where your country information is for your different platforms (e.g. in the campaign name, in the data source name, etc. In real examples it might be GoogleAds DE or Meta Austria ).
The rule should group all data sources (and their campaigns) by country even though different namings are used for the same country (screenshot below).
The output value (grouping value) needs to be a 2-character ISO country code in the English naming convention (for example: DE, SE, IT).
Steps:
Select "+Rule with condition"
Add the necessary rules depending on where your country information is. Below example uses Data Source name but you can use anything else, for example, Campaign Name.
Add the rules for all your countries.
Save
OPTION 2
If there is no general input variable you can use for the grouping (general input variable = applies for all data sources) because the country information is not always in the datasource name for all platforms, you should apply the rules for each datasource / platform individually. Using the green framed rules:
EXAMPLE - Country Grouping for Facebook
2) Adtriba UMM Brand
To create the custom dimension of Adtriba UMM Brand you can follow the same steps as above for the country Dimension. The rule should look (for the general option) like this in the end:
3) Adtriba UMM Source
UMM Source should include the mid and upper-funnel sources
Essentially UMM will be used to quantify the effect of display/social channels and offline advertising measures on classic online brand traffic (like paid search, direct and SEO). UMM channels are significantly influencing the performance of the organic ones (visits & attribution).
Following the above, we usually recommend excluding the retargeting sources as those users have already interacted with one of your marketing channels, so we tend to treat it as it did not additionally contribute to organic visits but their interaction did.
We noticed that in cases where retargeting is included, it gets a lot of attribution and we consider that as an over-estimate.
Similar case with search (bing, google) - those also should be left out as an effect on paid search you will see coming from UMM.
Following the above, the setup of UMM Source might look like something as below:
The rules within each ad platform are dependant on your business and taxonomy rules. You can use include/exclude rules where particular campaigns have to be set up in order to only consider mid or upper funnel.