Custom data sources can give your business a more holistic view of your funnel events. For example, by integrating a custom data source you can track offline conversions, such as phone calls, in-store purchases, or events that happen in other systems of record like a CRM.
Lightning AI uses this data to optimize and report on ad performance. With more in-depth information on events happening in the bottom of the funnel, Lightning AI can develop insights such as the ratio between a customer's lifetime value to a custom acquisition cost (LTV:CAC) or help marketing teams understand payback periods and return on ad spend (ROAS).
Below are a few examples of the types of custom data sources you can integrate to your funnel:
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If you’d like to integrate a custom data source, reach out to your account manager or firstname.lastname@example.org to get started.