How to update your campaign funnel objectives

A marketing funnel is a series of stages to guide your customer through the buying journey. The funnel helps marketing teams plan and measure efforts to attract, engage, and convert customers through content and other marketing materials, like landing pages and ads. 

Within the Marketing Module, you will see breakdowns by our funnel tags to help monitor and optimize your campaigns by their funnel strategy. There are four tags for your campaigns representing the four objective stages of the marketing funnel: 1) Awareness, 2) Consideration, 3) Conversion, and 4) Retention. Generally, a brand's goal in each stage is to 1) attract in the awareness stage, 2) inform, in the consideration stage 3) convert in the conversion stage, and 4) engage customers in the retention stage.

New components with funnel objectives include (but are not limited to):

• Marketing > Channels > Channel Metric table by clicking the carrot dropdown
• Marketing > Channels > Marketing Mix right-hand Objective breakdown
• Marketing > Retail Media > Product Performance table Objective column
• Marketing > Campaigns > Objective Filter in navigation
• Marketing > Campaigns > Objective Mix
• Marketing > Campaigns > Campaign Details table

To make assigning tags easier, Incremental automatically assigns your incoming campaigns with a funnel objective tag based on the ad format and platform on which the campaign is being run. Bring Your Own Data (BYOD) marketing channels will not have a default tag.

How do I update my funnel tags or add new tags?

To update your funnel tags, navigate to Marketing > Campaigns and scroll to the Campaign Details table. You will see a "Funnel Objective" column where you can select and update the funnel objective tag for any campaign.