Why to set up Adtriba Macro Source?
Our model needs to understand your different marketing strategies especially brand vs. non-brand and retargeting vs. prospecting or upper- vs. lower-funnel to calculate the effects.
The differentiation between the strategies can be done in Funnel using Dimensions which will be based on your naming convention within your respecting data source.
Please have a look at the example below to understand a common rule set for Google Ads:
In the example above the differentiation of the strategies can be done based on the Campaign Type or the data source name. For other platforms this might be different as the example below states:
Choose either retargeting or prospecting as a strategy naming convention OR lower- and upper-funnel. Please don't mix the strategy names from source to source or within a source.