James Dailey of Facebook’s measurement team and Aggregate Knowledge President Rob Gatto are featured in a 15-minute video discussion on the Facebook Studio blog on how to approach consistent, cross-publisher advertising measurement.
Dailey and Gatto said the key metrics to monitor include reach and overlap, cost per unique user reached, and each transaction’s contribution to actual business metrics, such as sales.
The Facebook Studio blog also offered the following takeaways from their talk:
- 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.