Marketers must be aware of the impact that technical and regulatory industry changes are having on the way they measure their digital marketing activity. For some, no changes will be required, for others, new methods must be sought to measure activity.

The best method will depend on the objective of each brand, and the activity being measured; there is not one method that is superior to the other. This briefing seeks to explain which measurement methods are available to today’s marketer, and the benefits and challenges of each, to allow the marketer to make an informed decision on the best approach for their business.


  • Publisher and platform data
  • ID-based measurement
  • Panel-based methodologies
  • Controlled experiments
  • Econometrics / marketing mix modelling


This briefing is reproduced from Econsultancy's Measuring Digital Marketing Effectiveness Best Practice Guide.

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