In today's complex media landscape, marketers want to know how to move beyond media silos to measure holistically across publishers.
James Dailey from Facebook’s measurement team and Rob Gatto, president of Aggregate Knowledge, met up recently to discuss how to approach consistent, cross-publisher advertising measurement. According to James and Rob, the key metrics that matter are reach and overlap, cost per unique user reached, and each buy’s contribution to actual business metrics like sales.
Key takeaways from their discussion include:
- Holistic, consistent measurement across platforms is key to understanding ad effectiveness
- Focusing on business outcomes rather than only media metrics like clicks is also critical
- The tools exist today to gain intelligence quickly, make decisions, and take action
Watch the 15-minute talk to learn more: