Overcoming the Pitfalls of Today’s Marketing Measurement

Tue, 18 Feb 2025 00:00:00 -0500
Leading Edge

After talking to hundreds of marketers in the past year, it’s clear that brands have evolved their approach to measurement dramatically. Marketers are moving beyond proxy metrics like site visits, clicks and conversions, to deeper metrics that provide a better understanding of the value of their marketing activity. This is happening for a few reasons. E-commerce is mature which means measurement matures with it, with a focus on first party data in the past few years, brands have improved measurability at a customer level, and as customers continue to move into digital channels like CTV, more of the media spend is measurable, too.