While single-touch attribution and CPA have been used traditionally to help set KPIs for ad campaigns, it’s evident that the marketing industry needs to set a new bar for measurement and consider retiring legacy metrics that are hindering our performance. Many brands today believe they are facing performance challenges, when, in fact, most of their problems can be resolved with new measurement tactics.
While industrywide change is scary, it is crucial that we begin to approach measurement with a new set of eyes. Otherwise, not only do we risk getting left behind, we squander precious time, budgets and resources.
