The Carousel Funnel

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🔁 The Carousel Funnel: Why Linear Attribution Is Dead (and What to Measure Instead)

Your customer isn’t walking down a straight funnel — they’re riding a carousel. They hop on via TikTok, loop around an email, glance at a blog, and jump off when they feel ready. Not when your attribution model says so.

This is the future: Infinite Funnels. And to win, marketers must stop credit-hunting and start system-designing.

Here’s how to decode the chaos.

1. Map by Function, Not Format — Use the DTV Framework

Forget top/mid/bottom-funnel. Instead, map assets using DTV:

• Discovery — Sparks attention (e.g. UGC, influencer mentions)

• Trigger — Drives immediate action (e.g. email offer, retargeting ad)

• Validation — Builds trust post-trigger (e.g. reviews, PDP content)

Why it works: Funnels collapse when validation is missing after a trigger. This functional mapping shows which roles are missing, not just which formats.

2. Velocity > Volume

Tracking touchpoint count is outdated. Instead, analyze journey velocity:

• Average time between first and last interaction

• Time-lag by segment (fast buyers vs. drifters)

• Drop-off speed post-trigger

Why it works: Faster loops = higher intent. Velocity lets you prioritize users worth retargeting — not just who clicked last.

3. Margin-Lens Measurement (Not ROAS Lies)

Last-click ROAS is dead. It tells you who converted, not who profited you.

Instead, use Blended Margin Uplift — track campaigns by contribution to net profit, not ad efficiency.

Tools like Drivepoint help you unify marketing performance and real-time financials (like fulfillment cost, returns, SKU-level COGS) so you finally see what’s scaling margin — not just revenue. 

Bonus: Build “SKU stacks” by net-margin to decide which products deserve your ad dollars. You can book your free demo with Drivepoint and get started.

4. Post-Purchase = Pre-Loop

Infinite funnels loop back. The real revenue lies in:

• % of buyers who re-engage with post-purchase emails

• Referral loop velocity

• Repeat time compression (from 60 → 30 days)

Why it works: Most brands optimize for conversion. Infinite brands optimize for re-conversion.

Final Takeaway

Funnels aren’t pipelines. They’re carousels — and the riders are in control. If you build around roles (DTV), measure margin, and track loops, your growth won’t just scale. It will compound.

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Predict how your ads will perform before launch, measure whether your audiences remember your ad days after seeing it, and if it evokes positive emotions.

In other words, before spending a cent on your campaign, you get:

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• Memory and engagement estimations.
• Overview of how engaging each element of your creative is.
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🚀  Reel of the Day

What Works:

The fishing metaphor aligns perfectly with the artistic and handmade nature of the brand.  

"Wearable art"  is a niche but premium concept, this reel reinforces that by treating the product as an artistic discovery rather than just another clothing item.

The sweatshirt emerging from water feels like a mystical, artistic reveal, reinforcing the brand’s uniqueness.

The binoculars perspective creates an immersive storytelling effect—making the audience feel like they’re part of the discovery. This acts as a Pattern Interrupt (grabbing attention in a sea of generic fashion reels).

The cinematic movement of the binoculars encourages multiple rewatches. Viewers might miss small details the first time, making them re-engage with the content—a key metric for social media algorithms.  

The honking sound at the start acts as a small auditory hook keeping users engaged in the first 3 seconds.

 Broader Insights:

This reel is a prime example of cinematic, immersive marketing that blends art, fashion, and storytelling seamlessly. By focusing on discovery rather than hard-selling, it positions the brand as artistic, high-value, and worth engaging with.

Thanks for reading this edition! Keep pushing boundaries, testing ideas, and staying inspired. See you in the next edition with more ways to ignite your marketing success. 🥰