It is widely known that the rapidly evolving digital and social media landscape has brought about a range of difficulties in assessing the effectiveness of digital media.
These challenges underscore the necessity for a holistic measurement framework that surpasses reliance on engagement metrics exclusively.
In this report, we delve into these challenges and highlight the importance of adopting a comprehensive system of measurement to include more than just one source of truth.
Inside we dive into:
- The Changing Customer Journey and the challenges brought by increased fragmentation.
- The Social Media Attribution Challenge, with both Google Analytics 4 and pixel-based ad measurement failing to capture impressions data, resulting in under-reporting of sales and inhibiting audience growth.
- The need for a New System of Measurement to overcome limitations of traditional approaches.
