Skip to main content

Full-funnel fusion pattern

FunnelFusion is the first of our presented customer data architecture patterns. In essence, the name conveys the idea of combining various tracking techniques (client-side, server-side, CRM webhook) to provide a comprehensive, unified view of the customer journey and ensure accurate, enriched conversion tagging. It implies that all stages of the funnel are connected and work in harmony, optimizing the tracking and activation process from start to finish.

Pattern Overview​

This pattern is particularly valuable for organizations seeking to:

  1. Minimize client-side tracking while maintaining data quality
  2. Implement robust server-side conversion tracking
  3. Enrich conversion data with CRM information
  4. Ensure accurate cross-channel attribution

Key Components​

Data Tracking Layer​

  • Basic tracking on your website using Omni Tracking or GA4
  • Captures important events directly from your servers (like when users sign up or submit forms)
  • Gets customer data and updates from your CRM system

Data Processing Layer​

  • All data from your servers and CRM flows through Omni Analytics for checking and processing
  • Website events can go straight to marketing platforms when speed is important
  • Makes sure your data is accurate and complete at every step

Activation Layer​

  • Uses Omni Activation to manage and send data to marketing platforms
  • Adds customer profile data to your events before sending them to ad platforms
  • Brings together all your tracking data from different sources into one complete view

Benefits​

  1. Enhanced data quality: Server-side tracking reduces client-side dependencies and improves reliability
  2. Improved privacy compliance: Minimized client-side tracking aligns with privacy-first approaches
  3. Rich identity context: Integration with CRM data provides deeper customer insights
  4. Flexible architecture: Supports various tracking methods while maintaining data consistency
  5. Optimized performance: Reduces client-side overhead while maintaining tracking accuracy

Use Cases​

This pattern is ideal for:

  • E-commerce platforms with complex conversion funnels
  • B2B companies with long sales cycles
  • Organizations with strict privacy requirements
  • Businesses requiring accurate cross-channel attribution