Your high funnel campaigns look like they’re failing. Radio, TV, CTV, and demographic targeting show weak conversion numbers while your paid search and retargeting campaigns get all the credit. This isn’t a creative problem or a media buying problem. It’s a measurement and coordination problem that requires a funnel funnel partner to solve. 

The Attribution Crisis in Considered Purchase 

In considered purchase verticals, customers don’t convert immediately. They research, compare, and evaluate over weeks or months, with 25-35% of converters taking more than 30 days and 10% requiring over three months. During this extended journey, customers typically engage with multiple touchpoints before making decisions, with research showing that B2C customers need around 8 touchpoints before completing a purchase [1]. High funnel campaigns need this extended timeframe and multiple interactions to demonstrate their complete impact through a mature attribution window. 

Here’s how this plays out in practice: Your prospect hears your radio ad during their commute, sees your CTV campaign while streaming, researches your competitors, and finally converts through a branded search three weeks later. Your search team gets credit for the conversion. Your broadcast team gets blamed for poor performance. Both are wrong. 

Why Multiple Agencies Kill High Funnel ROI 

Most enterprise media spends are fragmented across specialists: broadcast agencies for traditional media, digital agencies for paid search and social, separate teams for creative and strategy. Each agency optimizes for their channel metrics, not business outcomes. 

This fragmentation creates three critical problems: 

Attribution gaps: Siloed teams cannot connect high funnel touchpoints to bottom funnel conversions. Your awareness campaigns appear ineffective because another team’s channel gets conversion credit.

Misaligned optimization: Your broadcast agency optimizes for reach and frequency while your digital agency optimizes for last-click conversions. Neither understands how their tactics affect the other’s performance.

Duplicated audiences: Your demographic targeting overlaps with your search remarketing, inflating costs and confusing attribution without coordination.

The Data Reality 

Despite knowing better, 75% of CPG and retail companies still use last-click attribution [2]. Only 50% of marketers used multi-touch attribution in 2023 [3], even though integrated attribution increases marketing effectiveness by 23%, with organizations combining attribution methods achieving 41% higher ROI [4]. 

The problem isn’t awareness, it’s complexity. Average marketing maturity declined 8% from 2021-2024 due to fragmented approaches [5]. When agencies operate in silos, they can’t measure or optimize against the reality of modern customer journeys. 

The Full Funnel Partner Integration Solution 

There are two approaches that work: 

Coordinated specialist partnerships: Multiple agencies with shared attribution modeling, unified reporting, and regular strategy alignment. This requires sophisticated clients who can manage complex vendor relationships and data integration. 

Single full-funnel agency: One partner handling broadcast, digital, and measurement with unified strategy and attribution. This works for clients who want accountability and simplicity. 

Both approaches require the same fundamentals: unified measurement, shared data, and optimization for business outcomes rather than channel metrics. 

Why This Matters for Your Business 

If you’re running substantial media campaigns in a considered purchase vertical, fragmented agencies are costing you money in three ways: 

1. Wasted awareness spend: High funnel campaigns appear ineffective and get defunded 
2. Inefficient attribution: Last-click models undervalue early touchpoints and overvalue search
3. Missed optimization: No agency can optimize the full customer journey 

The multi-touch attribution market is projected to grow from $1.99B in 2025 to $6.23B by 2034, evidence that businesses are recognizing the need for integrated measurement [6]. 

The Wingman Full Funnel Partner Advantage 

We handle both broadcast and digital media with unified attribution and strategy. Our clients see the complete customer journey from initial awareness through conversion. And yes, we optimize. But not for channel metrics. We optimize for business outcomes. 

Our approach works because we control the variables that matter: message consistency across channels, coordinated audience targeting, and measurement that connects high funnel touchpoints to bottom funnel conversions. 

When you’re ready to see what your high funnel campaigns are actually delivering and driving, let’s talk. 

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