WARC: ‘Funnel before channel: Rethinking measurement in a multi-channel world’

WARC recently recently published an article from Nest COO Chris Howard: ‘Funnel before channel: Rethinking measurement in a multi-channel world’.

“For two decades, paid search has been the go-to channel for performance-driven marketers, thanks to its ability to target highly intent-driven users. Its simplicity and impact at the bottom-of-funnel (BoF) have made it a reliable conversion driver.

“However, in today’s complex, multichannel landscape, click-based metrics paint a misleading picture of performance. By prioritising BoF channels like paid search, marketers risk neglecting demand-driving activity at the top-of-funnel (ToF) via video-led social media platforms.

“It isn’t about prioritising one channel over another. It is about a change of mindset to a “funnel-first” approach. By understanding the entire customer journey and allocating budget accordingly, marketers can drive new growth opportunities and optimise their marketing spend,” Howard explained.

Read more in the full article.