Affect Performance Team

|News|Nov 11, 2026

Funnel Adds Business Performance, AI Charts, and WooCommerce Order Attribution

In October 2026, Funnel.io introduced a series of updates to its marketing analytics platform. The main changes focus on measuring overall marketing performance, filtering data in charts, visualizing reports with AI, and integrating WooCommerce and OpenAI Ads data.

Unlike individual advertising dashboards, Funnel combines spending, conversions, and business results from multiple sources. The October updates are intended to help marketers compare these metrics more quickly, investigate performance changes, and incorporate ecommerce order data into advertising analysis.

Business Performance: An Overview of Marketing Results

On October 6, Funnel added a Business Performance tab to all Measurement apps. The new section brings together key performance indicators and shows how they change over time.

Available metrics include:

Spend: Total advertising expenditure.
Revenue: Revenue imported from connected commercial data sources.
Conversions: The number of tracked goal completions.
Blended CPA: Total advertising spend divided by the number of conversions.
Blended ROAS: Total revenue divided by total advertising spend.

The main distinction of Business Performance is that it evaluates marketing results at the business level rather than within a single advertising platform.

For example, an advertiser may run Google Ads, Meta Ads, TikTok Ads, and Microsoft Advertising simultaneously. Each platform reports conversions and ROAS using its own attribution rules. Because audiences overlap, a single order can be counted in more than one advertising dashboard.

Blended metrics allow a company to compare its combined ad spending against commercial results from a selected sales data source. For example, $100,000 in advertising spend and $400,000 in revenue produce a Blended ROAS of 4.0.

This does not mean that advertising directly caused every sale. Total revenue may include purchases driven by organic search, direct traffic, and returning customers. Blended ROAS provides a business-level ratio but does not, by itself, measure advertising incrementality.

Analyzing Spending, Revenue, and Conversion Trends

Business Performance allows teams to study key metrics over time, with particular attention to the relationship between marketing spending and business outcomes.

For example, when increasing its advertising budget, a company can check whether higher Spend coincides with growth in Revenue and Conversions, and how Blended CPA and Blended ROAS change.

If spending rises faster than revenue, overall ROAS declines. If the advertiser generates more conversions with the same budget, Blended CPA decreases. These comparisons can reveal changes that are not obvious when evaluating individual advertising campaigns.

However, correlation between spending and sales is not proof of causality. Seasonality, promotions, pricing, product assortment, organic demand, and other variables can influence revenue trends.

To evaluate the additional effect of advertising, Funnel develops separate measurement tools, including Marketing Mix Modeling and Multi-Touch Attribution.

Expanded Chart Filters for More Complex Data Groups

On October 2, Funnel updated chart filters with additional comparison operators and the ability to combine conditions using OR. This makes it easier to create analytics views that include several groups of campaigns, markets, or data sources.

For example, a marketer can chart spending for campaigns associated with Google Ads or Microsoft Advertising while excluding other channels. Another use case is comparing campaigns that meet several conditions based on names, categories, or metric values.

Previously, such tasks could require additional field configuration or separate data views. The new filters support more complex logic directly within chart visualizations.

For agencies and companies managing many advertising accounts, these filters can simplify reports by market, brand, product category, and business unit.

The filtering results still depend on correctly defined source dimensions. Inconsistent campaign naming and grouping rules can cause data to be omitted or assigned to the wrong category.

Measurement AI: Generating Charts From a Conversation

On October 12, Funnel expanded the AI chat experience for marketing analysis. In addition to text answers and tables, the assistant can now create charts directly in response to analytical questions.

A user can ask a natural-language question such as:

Show the trend in advertising spend and revenue over the past six months.

Or:

Compare Google Ads and Meta Ads ROAS by month.

The AI tool interprets the question, accesses the available data, and generates a visualization. The resulting chart can be downloaded for use in reports and presentations.

This reduces manual steps in building analytical materials: users do not necessarily have to select each dimension, metric, or visualization setting themselves.

However, the assistant uses the sources and metric definitions available in the Funnel workspace. If connections are configured incorrectly or spending and revenue follow inconsistent definitions, generating a chart will not fix those underlying problems.

AI-generated analyses therefore require validation, especially before making advertising budget allocation decisions.

WooCommerce Order Attribution: Session and UTM Data in Orders

On October 6, Funnel expanded its WooCommerce connector to support Order Attribution fields. Alongside order information, users can now import information on the session sources that WooCommerce recorded when purchases were placed.

New dimensions include:

Device Type: The device category.
Session Entry: The session landing page.
Session Start Time: When the session began.
Source Type: The traffic source category.
Referrer: The referring source.
UTM Source, Medium, Campaign, Content, and Term: Marketing campaign parameters.

Additional metrics include Session Count and Session Pages.

The existing WooCommerce connector already provided order, product, purchase value, discount, tax, and refund data. These commercial records can now be enriched with visitor session information saved by WooCommerce.

For example, an ecommerce company can match order records with UTM-tagged campaigns and analyze revenue by traffic source alongside advertising spend. This can help stores with multiple paid channels check platform-reported performance against actual transactions.

Order Attribution must be enabled when configuring the WooCommerce data source: set Include Order Attribution to Yes. The setting is No by default. If an existing connection was configured with No, a new WooCommerce data source must be connected with the option enabled to receive the fields.

How WooCommerce Order Attribution Differs From Ad Attribution

The new fields do not turn the standard WooCommerce connector into a full Multi-Touch Attribution system. WooCommerce stores visit information associated with an order, but it does not reconstruct a complete journey across multiple advertising channels and devices.

For example, a customer could discover a product through Meta, return through Google Ads, and finally purchase after clicking an email. The Order Attribution fields show the session information available to WooCommerce, not necessarily every previous marketing touchpoint.

Other limitations include missing UTM parameters, lost identifiers, and discrepancies between browser-side and server-side data sources.

These fields are most useful as an additional validation layer for commercial reporting. A broader measurement system should reconcile WooCommerce data with GA4, ad platforms, and attribution models when appropriate.

OpenAI Ads: More Detailed Conversion Reporting

During October, Funnel also expanded its OpenAI Ads integration with conversion reporting capabilities. These add goal completion information to standard advertising metrics such as spending, impressions, and clicks.

The OpenAI Ads Conversions report includes click-through and view-through conversions as well as attributed sales metrics. A separate Conversion Events report allows analysis by event name and category.

When configuring a data source, teams should account for report granularity, such as Campaign, Ad Group, or Ad for Insights reports, and the available attribution settings for conversion reports. The report types are not interchangeable, so their totals and dimensions should not be combined indiscriminately.

For advertisers using OpenAI Ads alongside other channels, these connector options help include the channel in consolidated marketing reports.

As with other platforms, attributed OpenAI Ads conversions are not identical to actual transactions. Simply adding together conversions across advertising dashboards can count the same business outcome multiple times. Overall performance reporting needs a clearly defined primary source for orders or leads.

Practical Applications for Ecommerce, Services, and B2B

In ecommerce, Business Performance helps compare advertising expenses with store revenue, while WooCommerce Order Attribution adds available order-source details. A merchant can examine Blended ROAS around a seasonal promotion, review spending by channel, and inspect UTM data on particular orders.

For service businesses, teams that generate inquiries through Search and Paid Social can combine advertising expenses with CRM records for leads and commercial outcomes. They can evaluate Blended CPA and overall lead volume across the marketing budget rather than only individual campaigns.

In B2B, connecting CRM data allows Funnel to consolidate spending, leads, sales opportunities, and pipeline information. Expanded chart filters can support comparisons across markets, audience segments, and advertising platforms.

AI-created visualizations may accelerate reporting, but the quality of the conclusions depends on complete funnel-stage data and correctly recorded business outcomes.

Funnel.io as a Unified Marketing Data and Measurement Platform

Funnel.io collects, transforms, stores, and analyzes marketing information from advertising, analytics, ecommerce, and CRM platforms. It addresses a central challenge of multichannel marketing: spending, conversion, and revenue metrics are spread across systems and often follow conflicting definitions.

Funnel provides connectors for Google Ads, Meta Ads, Microsoft Advertising, TikTok Ads, LinkedIn Ads, Shopify, WooCommerce, GA4, and many other sources. It imports data through APIs, maintains historical records, and lets teams standardize fields and metrics.

For example, costs from different advertising accounts can be consolidated into a single Spend metric, while channel names, currencies, and campaign naming conventions can be standardized for common reporting.

The prepared data can then power dashboards, analytics reports, and exports to tools such as Google Sheets, Looker Studio, and data warehouses. Funnel Data Hub provides the foundation for data preparation and consolidation.

Funnel Measure is intended to evaluate marketing outcomes through capabilities such as Multi-Touch Attribution, Marketing Mix Modeling, and incrementality measurement, depending on the product and configuration.

This distinction matters: collecting marketing data and modeling advertising's contribution to sales are different tasks. Connecting data sources alone does not deliver a valid attribution or incrementality model.

Funnel is particularly useful for performance marketing teams operating across multiple channels that want to reconcile advertising costs with store orders or CRM outcomes.

The October 2026 updates strengthen three areas: business-level performance analytics, efficiency in creating reports, and integration of commercial transaction data. Business Performance helps teams evaluate aggregate results; chart filters and AI-generated graphs simplify analysis; and WooCommerce and OpenAI Ads reporting adds detail to the available data.

Funnel's core value is the ability to build a consistent marketing reporting system in which advertising spend and commercial results follow common definitions across platforms.