Glossary
Funnel
The whole path from ad to payout: source, creative, pre-lander, lander, offer, and the tracking between them. A working funnel is what a media buyer sells and protects; a case study is a funnel written down.
Also called: combo, setup, link chain.
Every element of a funnel is a choice: which source, which angle, which pre-lander, which offer at which network. Change one and the numbers change. Buyers talk about a funnel as a unit: "the push-to-quiz-to-loan funnel in Mexico".
Funnels die: the creative burns out, the advertiser caps, the platform changes its rules. The work is building the next one while the current one still pays.
Related terms: Run traffic, Case study, Pre-lander, Landing page, Tracker.