Upper funnel channels like Meta Prospecting drive direct sales when someone sees an ad then buys something. Every marketer knows this. But they also create assisted sales through channels like Brand Search. How does that work? Upper funnel activity often increases query volume for a brand, which increases the ability to spend into Brand Search. That increased spend in Brand Search can contribute additional incremental sales. So the total impact of an upper funnel channel is the sum of its direct sales plus its assisted sales. While this relationship has been long-known, the challenge has been accurately estimating it in complex statistical models like an MMM. But the payoff for doing so is immense, because with a more accurate picture…