Let’s break it down.
What Is ThoughtMetric?
ThoughtMetric is a user-friendly marketing attribution platform specifically designed for e-commerce brands. Its core philosophy revolves around making complex data accessible and actionable.
Key features and benefits of ThoughtMetric include:
- 5 Different Attribution Models: ThoughtMetric provides a variety of multi-touch attribution models, including first touch, last touch, linear paid, position-based, and a recommended multi-touch model. This flexibility allows businesses to align attribution with their marketing goals, offering a complete customer journey view.
- Campaign Performance Analysis: ThoughtMetric provides in-depth tools to analyze campaign performance across channels, pinpointing which campaigns effectively drive traffic, engagement, and sales. You can view key metrics at the campaign, ad set, and ad level, offering granular performance insights.
- Product Analytics: Track performance at the SKU level to see which products drive the most revenue, attract new vs. returning customers, and perform best across each channel.
- Creative Performance Analysis: ThoughtMetric helps you analyze the effectiveness of your ad creatives, ensuring you're investing in visuals and messaging that resonate with your audience and drive conversions.
- Customer Analytics: ThoughtMetric provides insights into customer behavior, journey paths, and purchase drivers. This information supports the development of targeted marketing strategies and contributes to improved customer lifetime value.
- Server-Side Tagging: ThoughtMetric uses server-side tagging to bypass issues caused by iOS 14 updates and ad blockers, ensuring more accurate and dependable data collection.
- Customer Surveys: ThoughtMetric's customizable post-purchase surveys collect data directly from customers. This provides direct insights into their motivations and how they discovered the brand.
- Simple Pricing Based on Pageviews: Unlike many platforms that tie pricing to advanced features, ThoughtMetric's pricing is straightforward and based solely on the number of pageviews your site receives. This transparent model ensures all paying customers have access to every feature, regardless of their specific plan. Plans start at $99/month for 50,000 pageviews.
Best suited for e-commerce brands that want a dedicated attribution solution with full access to features from day one.
What Is Funnel?
Funnel is a marketing data hub that focuses on aggregating and transforming advertising and analytics data from hundreds of sources. Instead of focusing exclusively on attribution, Funnel is more of a data pipeline tool designed for marketing teams that need custom reporting.
Key features and benefits of Funnel include:
- Data Collection from 500+ Sources: Connect ad platforms, analytics tools, and CRM data into a single place.
- Custom Metrics & Data Transformation: Standardize and transform raw data before sending it to BI tools.
- Integrations with BI & Data Warehouses: Push data to tools like Looker, Tableau, Google Data Studio, BigQuery, Snowflake, and more.
- Flexible Reporting: Create custom dashboards or use Funnel as the data layer behind your reporting stack.
- Broad Use Cases: Works for e-commerce but also for agencies, enterprise marketing teams, and B2B.
Best suited for businesses that want a data pipeline to feed into existing BI tools, rather than a standalone attribution platform.
Which One Should You Choose?
- Choose ThoughtMetric if you want a dedicated attribution solution that’s easy to set up, includes all features from the start, and is tailored for e-commerce growth.
- Choose Funnel if you already have a BI tool in place and need a flexible way to pipe in and clean marketing data from multiple sources.
Both platforms are valuable, but the right choice depends on whether you need actionable attribution insights out of the box (ThoughtMetric) or a data pipeline to fuel your existing reporting setup (Funnel).
FAQs
Does Funnel include attribution models?
No. Funnel focuses on data aggregation and transformation. Attribution modeling needs to be set up in an external tool.
Which attribution models does ThoughtMetric include?
ThoughtMetric includes first touch, last touch, linear paid, position-based, and a recommended multi-touch model.
Is Funnel built for e-commerce?
Funnel can be used by e-commerce brands, but it’s not designed specifically for them. ThoughtMetric is purpose-built for e-commerce attribution.
Can I use ThoughtMetric with Shopify?
Yes. ThoughtMetric integrates directly with Shopify, along with ad platforms and email tools like Klaviyo.
