The Marketing Measurement Round Up: Edition #36

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: How to measure the ROI of your Instagram Ads

Ever been pulled into a meeting and asked to prove Instagram’s ROI? You’re not the only one, trust us. It’s a common pain point for marketers—especially when the platform’s visual nature and tracking limitations make it hard to tie results directly to revenue. We all know Instagram has massive potential, but proving that value in dollar terms can feel like an uphill battle. In this post, we break down why measuring Instagram ROI is so tricky and explore ways to make the process easier. ??

Find ways to track Instagram ROI efficiently

LinkedIn posts that have caught our attention

• Jessica Malnik really nailed it with these points, and we're pretty sure most of our subscribers would agree. Point number four especially stood out—marketers who spend time in sales build serious empathy and sharpen their marketing skills. It shifts them away from just thinking about conversions and toward driving real value for the business.

• ROI is the metric everyone’s after, from marketing teams to leadership. The challenge is that the user journey is often long and complex—it can take up to six months to see real results. Shiksha T. recommends breaking down ABM success into smaller milestones, starting with early wins like better engagement or pipeline growth, followed by mid-stage achievements like shorter sales cycles, and eventually long-term wins like higher CLV.

Content we think you'll benefit from

TikTok is building for the future with new performance advertising solutions

TikTok is introducing new advertising solutions to help brands achieve real business results with the launch of new automated performance tools, additional measurement capabilities and new privacy technologies.

BigQuery export supports additional traffic source fields

The BigQuery export now includes additional session scoped traffic-source fields, including the cross channel and all other integration specific contexts.

Meta quietly adds ‘automatic adjustments’ to ad accounts, raising concerns

Meta's 'automatic adjustments' allows its system to make campaign changes without explicit advertiser consent.

Just for fun

Even though tracking has its limits, direct traffic is usually a good sign that people know your brand. The issue with GA4 is that direct traffic doesn’t give you any info on earlier touchpoints. So, if direct traffic dominates your reports, it can be tricky to figure out where to put your budget.