Whereas single-touch attribution and CPA have been used historically to assist set KPIs for advert campaigns, it’s evident that the advertising business must set a brand new bar for measurement and contemplate retiring legacy metrics which can be hindering our efficiency. Many manufacturers at the moment imagine they’re going through efficiency challenges, when, actually, most of their issues will be resolved with new measurement techniques.
Whereas industrywide change is frightening, it’s essential that we start to strategy measurement with a brand new set of eyes. In any other case, not solely can we threat getting left behind, we squander valuable time, budgets and assets.
