The Marketing Measurement Round Up: Edition #38

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?

?? Fresh content: Guide to multi-touch attribution and the future role it will play

With modern customer journeys spanning months and involving multiple channels, marketers are challenged to pinpoint the most impactful touchpoints driving conversions. Multi-touch attribution offers valuable insights, but the increasing complexity of tracking due to ad blockers, privacy regulations, and stricter browser protocols has left marketers wondering about its role moving forward. We set the record straight. ??

See what the future holds for multi-touch attribution

LinkedIn posts that have caught our attention

• When you’re falling short on targets, it’s not always about scrambling to plan more activities—like blasting out emails to cold leads, ramping up social posts, or pouring more money into ads, as Bryony Pearce points out. Often, the real issue runs deeper—like product, positioning, and messaging.

• Chris Peters points out that while data matters, context is what really makes a difference. For example, people navigate through multiple channels, many of which are tough to track. Marketers often get caught up in the wrong metrics or focus on the wrong things because they’re unsure how to measure effectively. Having tons of data is great, but the key is to get smarter about gathering the right data—especially insights on how the whole marketing mix contributes to growth.

Content we think you'll benefit from

Google’s Auction Insights: Bridging the visibility gap

Get visibility into hidden search terms and the insights needed to optimise your ad spend.

Google empowers agencies with enhanced workflow and forecasting tools

Google is introducing enhanced tools and new curation capabilities to help agencies optimise workflows, improve forecasting and manage direct deals with publishers more effectively.

Meta’s rolling out a new ad option called Flexible Media

Flexible Media is designed to boost the effectiveness of ad placements by allowing different media elements to be displayed across various user segments based on predicted engagement.

Just for fun

When the numbers aren’t great, it can be tempting to hit pause and throw that budget into retargeting or something lower in the funnel that’s giving better results. But, without the awareness, the conversions you're seeing lower in the funnel will naturally disappear. ???