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This type of message-based vs value-centric designation may sound odd, but Netflix putting a banner ad on an affiliate site (message-centric) is a very different ad from creating high-quality content (like “House of Cards”) and advertising that custom programming via owned and earned channels(value-centric).
Otherwise, your conversionratios and Funnel Visualization data will make no sense. Regardless of how many funnel entry points there are, the rest of the journey through the funnel should be a single-line railroad. Ideally, customers should be able to initiate the journey through the funnel only when they add a product to the cart.
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