Allocation case study
From a black box to a funnel you can steer.
A broken funnel step was isolated in one day. The correction reduced add-to-cart cost by 25–30%.
The Edgemesh Funnel isn't just a pacing mechanic; it makes every stage legible and steerable. Set a goal per stage, pull a lever, see it flow through, and isolate exactly which step is broken.
The challenge
One campaign you couldn't read
Before Allocation, everything ran in a single campaign. It worked, but it was a black box: you couldn't pull a lever for a specific funnel stage; you couldn't see how a change at the top rippled through the middle and bottom; and the data was basically impossible to parse.
"You adjust one thing and you just see your add-to-cart rate for the whole thing go up or down, and your conversion rate for the whole thing go up or down. You don't know what's actually working."
— Micah Loewen, Head of Growth and Finance, Füm
The solution
The funnel as an operating system
Allocation rebuilt the account as the Edgemesh Funnel: mutually-exclusive stage/tier ad sets, so each stage becomes legible and controllable. Two things flip: every stage is visible and steerable (set a goal, pull a lever, watch it flow through), and mid/bottom audiences are provably qualified, because everyone there has already built a cart, so the ads served to them are genuinely relevant.
Set goals per stage and steer: target one number and watch it ripple. When the team shifted traffic to a cheaper objective, the funnel immediately showed mid/bottom conversion collapse, so they could see the "cheap" traffic was actually bad and reverse it.
Diagnose where it's broken, fast: high add-to-cart cost sent the team into a dedicated landing page; it cut add-to-cart cost 25–30% and proved the landing page itself was the win.
The results
Clarity is a strategic asset
The point isn't a single metric: the funnel turns paid media into decision-grade information. Set a target, pull a lever, read the result at each stage, and act with confidence: invest more where it's working, or fix the step that's broken. Clear signal, good news or bad, beats an unreadable campaign every time.
"We knew within a day the new page wasn't working. Before, the question would've been 'is it the landing page?' Now we know the landing page is great, so it's the next step. You can isolate each piece. I do nothing without clear data anymore."
— Micah Loewen, Head of Growth and Finance, Füm
Source: Edgemesh customer case study and customer-reported results.
What could smarter allocation unlock for your account?
Start with your own historical data and see where capital can be deployed more efficiently.