↕️ Lower Funnel Spend

The Lower Funnel Spend tab shows how your spend in certain marketing channels drives spend into channels in which you have less control over what you spend. Recast has a notion of “lower funnel channels” and “upper funnel channels”. This terminology likely doesn’t match your internal categorization of channels (and that’s okay!) but in Recast “lower funnel channels” are generally channels that are driven primarily by other channels. These are generally channels like “branded search” and “affiliates”.

The lower funnel spend section of the dashboard has a tab for each lower funnel channel and it shows a waterfall chart of what other marketing channels drove that spend. That is, it answers questions like “how much of our google branded search spend was driven by TV spend?”

The lower funnel channels also include an “intercept” which basically just includes all of the spend in that channel not driven by other marketing channels.