The Forward

Analysis, benchmarks, and practical guidance on marketing measurement and budget optimization for growth teams.

You’re underestimating the value of top of funnel marketing
Latest Sep 29, 2026

You’re underestimating the value of top of funnel marketing

Top of funnel marketing builds brand awareness, but it rarely shows up in your ad platform's conversion data. Here's what it is and how to measure its impact.

Linnea Zielinski Linnea Zielinski
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All articles

Are awareness campaigns effective?
Sep 28, 2026 · Strategy

Are awareness campaigns effective?

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What marketers need to know about the Utah Consumer Privacy Act
Sep 28, 2026 · Marketing Measurement

What marketers need to know about the Utah Consumer Privacy Act

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How your upper funnel drives revenue (even when platform reporting says it doesn't)
Sep 25, 2026 · POV

How your upper funnel drives revenue (even when platform reporting says it doesn't)

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Lift vs. incrementality: what the difference actually means for your budget
Sep 24, 2026 · Marketing Measurement

Lift vs. incrementality: what the difference actually means for your budget

Linnea Zielinski

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What happens to your sales after a promotion ends
Sep 24, 2026 · POV

What happens to your sales after a promotion ends

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The Florida Digital Bill of Rights and what it means for your marketing data
Sep 23, 2026 · Marketing Measurement

The Florida Digital Bill of Rights and what it means for your marketing data

Linnea Zielinski

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Why traditional MMMs fall apart during peak sales
Sep 23, 2026 · POV

Why traditional MMMs fall apart during peak sales

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How to measure effectiveness of awareness campaign performance
Sep 22, 2026 · Marketing Measurement

How to measure effectiveness of awareness campaign performance

Linnea Zielinski

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How retargeting pixels work and what they can't tell you
Sep 22, 2026 · Marketing Measurement

How retargeting pixels work and what they can't tell you

Linnea Zielinski

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What through-channel marketing is, how it works, and how to measure it
Sep 21, 2026 · Strategy

What through-channel marketing is, how it works, and how to measure it

Linnea Zielinski

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What counts as valuable consideration in marketing (and when it means you're selling data)
Sep 21, 2026 · Marketing Measurement

What counts as valuable consideration in marketing (and when it means you're selling data)

Linnea Zielinski

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What purchase-based targeting is, and what it can't tell you on its own
Sep 18, 2026 · Strategy

What purchase-based targeting is, and what it can't tell you on its own

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