Funnel

The Funnel ecommerce integration with UltraCart turns BigQuery into a single source of truth for marketing performance. Pull ad spend and campaign data from every paid channel into BigQuery with Funnel, join it to UltraCart's live commerce data, and compute real gross-margin ROAS instead of attribution-inflated guesses.

Funnel is a marketing data platform used by thousands of brands to consolidate advertising, analytics, and CRM data into a unified warehouse. It ships hundreds of pre-built, fully managed connectors for ad platforms like Google Ads, Meta, TikTok, LinkedIn, Pinterest, Amazon Ads, Snapchat, and more, with harmonized schemas so spend from every channel lines up in the same columns regardless of source.

Most ecommerce teams measure ROAS using each ad platform's own attribution, which double-counts conversions, rewards the last click, and ignores real gross margin. The UltraCart Funnel integration closes that gap. UltraCart streams every order, subscription, upsell, and affiliate event into BigQuery within 1 to 2 minutes. Funnel lands normalized ad spend from every channel into the same warehouse on a schedule, and a single SQL query (or dbt model) joins the two sides to produce honest, margin-aware marketing performance numbers.

The integration runs on UltraCart's Level 1 PCI-certified Data Warehouse in BigQuery, which acts as Funnel's destination. Funnel writes each connector into its own dataset alongside UltraCart's `ultracart_dw`, so analysts can join `ultracart_dw.orders` against Funnel's normalized spend tables with standard SQL. Linked-account merchants can aggregate spend and commerce across every brand in the portfolio for unified ad spend ecommerce reporting. The pattern pairs naturally with dbt for modeling and Looker Studio, Power BI, or Tableau for the final dashboards.