The Marketing Measurement Round Up: Edition #24

Welcome to another edition of In The Loop: The Marketing Measurement Round Up ??

What you can expect from this newsletter: As a marketer, you know that measurement is essential to success. But with so many different metrics, data points and tools to choose from, it can be difficult to know where to start. That's where In The Loop comes in. Each week, we'll deliver the latest marketing measurement trends and best practices to help you measure your marketing effectiveness and improve ROI.

First, what’s new from Ruler?

?? New content: Multi-touch attribution comparison now in Ruler

Customer journeys are complex, with many touchpoints before a conversion. Most standard analytics only?give credit to?the final click, overlooking the earlier touchpoints. Bottom-of-the-funnel channels get all the glory, while valuable top-of-the-funnel efforts go underappreciated. Marketers used to have some solace in Google’s attribution comparison feature. It allowed them to compare different attribution models, showing how?different?marketing channels impacted conversions. Unfortunately, Google removed these models, leaving just last-click and data-driven attribution. Despite these challenges, there is hope. Ruler has launched a game-changing feature: multi-touch attribution comparison. It shows how different marketing touchpoints contribute to conversions, revenue, ROI, etc. and even includes all the familiar attribution models you used to rely on in Google Ads and Analytics.

Compare different attribution models and see where you’re getting the best results

LinkedIn posts that have caught our attention

• Claiming lead generation is dead is like saying SEO is dead. It's simply not true. Demand generation and lead generation go hand-in-hand when you're trying to grow your business. As Alex Boyd puts it—warm first, knock later.?

• Say it LOUDER for the people at the back Chris Walker . Marketers often become so obsessed with generating MQLs that they lose sight of their true objective: driving revenue. When they shift focus away from ‘MQLs’ to building a qualified pipeline, they pave the way for wiser budget allocations and better conversion rates.

Content we think you'll benefit from

??? Google Analytics shows real-time users in the last 5 minutes

GA4 now offers more up-to-date insights with real-time user tracking for the last 5 minutes.

??? Lead vs. Prospect vs. Sales Opportunity: How to move from one to another?

Zorian Rotenberg shares his insights on spotting sales opportunities and nurturing leads into qualified prospects.

??? TikTok moves toward ‘performance automation vision’ with latest machine learning ad tools

TikTok's new ad tech uses AI to streamline ad creation, measurement, and even scriptwriting, making it easier for brands to run successful campaigns.

Just for fun

Most marketers know last-click attribution is flawed, but they continue to rely on it because it’s:

• been the norm for so long
• easy to understand
• harder to track multi-touch journeys

But with last-click attribution you are proactively prioritising marketing that drives bottom-funnel conversions, neglecting earlier touchpoints that might have influenced the decision-making process.