Shirofune Expands Ad Performance Metrics to Cover Full Marketing Funnel

Shirofune Expands Ad Performance Metrics to Cover Full Marketing Funnel

Shirofune has launched new capabilities to strengthen its ad automation platform by incorporating metrics that span the full customer journey, not just lower-funnel outcomes. The update enables marketers to optimize for full-funnel marketing performance, covering both brand awareness and direct response in one unified model.

Traditionally, digital ad platforms prioritized metrics like clicks and conversions which reflect lower-funnel activity but Shirofune’s latest release adds upper-funnel indicators such as Reach and Frequency for display and video campaigns.

What’s New in Shirofune’s Suite

Broader Metric Coverage
Shirofune’s automation now supports upper-funnel measurement and optimization including Reach and Frequency enabling brands to track awareness and interest, not just immediate actions.

Unified Journey Optimization
With this broader metric set, advertisers can plan and optimize campaigns that integrate awareness, consideration, and conversion stages screating a full-funnel strategy rather than just a bottom-funnel one.

Automation Across Funnels
Beyond reporting, Shirofune enables automatic adjustment of bids and budgets informed by expanded KPIs, so that the system can balance between brand-building and performance goals without manual intervention.

Brand & Performance Alignment
Mitsunaga Kikuchi, Founder & CEO of Shirofune, emphasizes that as digital video and display advertising grow, marketers require tools that span the funnel:

“This update reflects our commitment to providing a truly comprehensive automation platform that supports both performance and brand marketing goals. The aim is to build mental availability, ensuring your brand comes to mind when a relevant need arises.”

Why This Matters

• Addressing the Awareness Gap: Many automation tools focus only on conversion–but building brand awareness is essential for long-term success and is now measurable within the platform.

• Better Attribution & Insight: With metrics spanning upper through lower funnel, advertisers gain visibility into how early funnel activity drives later conversions.

• Efficient Resource Allocation: Marketing budgets can now be managed more holistically, shifting dynamically between awareness, consideration, and action based on real-time signals.

• Competitive Advantage: As video, non-search formats, and mobile-first experiences grow, platforms that can optimize across funnel stages become more valuable.

• Single Platform Simplicity: Consolidating funnels into one automated system reduces complexity, tool-sprawl, and manual hand-offs between brand teams and performance teams.

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