Overview
The Funnel Report organizes spend and performance around the way your business thinks about marketing. Instead of only viewing results by channel, the report groups campaigns into categories and subcategories such as upper funnel, lower funnel, brand awareness, retargeting, or other client-specific groupings. That makes it easier to talk about performance in the language your team already uses for planning, budgeting, and client communication.What it answers
The Funnel Report helps answer:How much did we spend, and what did we get, by the way we actually organize our marketing?For many teams, that is a more useful framing than looking only at platform channels.
How categories work
Campaigns are mapped into categories and subcategories. Campaigns that have not yet been mapped appear as Uncategorized so they are still included in totals. Clicking a category can show the channel-level breakdown within that category. This is important because the report does not replace channels. It shows the same marketing activity through a more decision-friendly lens.What the columns mean
Columns are configurable by client. Common examples include:- Realized Spend
- Incremental Orders or Leads
- CPA
- Incremental Revenue
- ROAS
How to use it
Use the Funnel Report to compare performance across your business-defined marketing groups, not just platform channels. This is especially useful when:- your team plans around funnel stages rather than platform silos
- you need to explain results to clients or leadership in a more intuitive structure
- you want to compare demand-creation vs demand-capture investments
- multiple channels support the same strategic job
Why this report matters
Most organizations do not make budget decisions one platform at a time. They decide things like:- are we over-invested in retargeting?
- is upper-funnel spend creating enough value?
- are brand-building efforts helping the rest of the system?
- how much are we relying on demand capture?
A practical interpretation rule
Do not treatUncategorized as a reporting failure. Treat it as a signal that mapping still needs refinement.
One of the strengths of this report is that it still keeps unmapped campaigns visible, so totals stay honest while the categorization improves over time.