The Marketing Measurement Round Up: Edition #45

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.

From our perspective

Marketers shouldn't be saying, "We can't track brand awareness, it's just too hard."?

We’ve got plenty of tools for that!?

From brand lift studies and self-reported conversions to techniques like impression attribution and marketing mix modeling.

The issue is that marketers have gotten too used to using measurement tools designed for desktop, click-based interactions.?

They're trying to apply these tools to awareness campaigns, but those tools aren't made for that.?

Plus, people’s journeys aren’t as straightforward as they used to be. They're not just searching and converting right away—they’re engaging on social media, doing their own research, and hopping between different devices.

Marketers need to move beyond the usual approaches and embrace a modern measurement framework that takes into account the full journey, from the top all the way down.

The latest in marketing measurement

1. Microsoft Clarity launches Google Ads integration

Microsoft Clarity is making waves in the measurement game. It’s stepping up its analytics with a new Google Ads integration. This feature will help you see exactly how your paid traffic interacts with your website. Here’s what you can do:

• Track key campaign metrics like impressions, CTR, CPC, CVR, and CPA.

• Spot issues like rage clicks on your site and fix landing page hiccups—think unresponsive mobile image sliders.

• Dig deeper into campaign performance with session data, heatmaps, and session recordings.?

• Pinpoint bottlenecks and opportunies to improve user experience. For example, you can replay sessions from your discovery campaigns and figure out why users dropped off halfway.

Our thoughts:

The goal of this integration is to help you optimise both ad campaigns and landing pages using user engagement data. This means you can figure out which campaigns are actually driving interactions versus those just racking up clicks.

That said, there are a few things to keep in mind. Clarity is a behavior analytics and heatmapping tool, so it’s not designed for conversion tracking. It also only looks at individual sessions, so you’re seeing just one piece of a much bigger, more complex puzzle—people typically interact with multiple touchpoints along their journey.

Most importantly, it doesn’t connect to your pipeline. While engagement metrics are great for identifying bottlenecks or opportunities to boost conversion rates, what marketers really care about is how those website conversions are contributing to the bottom line.

2. Google Analytics introduces new consent settings hub for EU data compliance

Google Analytics just rolled out a new Consent Settings Hub to make it easier for businesses to manage and track user consent in the European Economic Area (EEA). This is part of Google’s push to strengthen its EU User Consent Policy.

The new hub is available in Google Analytics Admin under Data Collection and Modification, offering a one-stop spot for all things consent-related. Here's what you can do now:

• Track consent signal collection across different property streams
• Check out consent-related diagnostics
• Get a clearer picture of how Analytics uses consent signals
• See the percentage of EEA traffic and how it might affect your analytics data

Our thoughts:

This is definitely a step in the right direction for Google Analytics when it comes to privacy and consent. It’ll make privacy compliance easier and give users more transparency about their data tracking.

Content we think you'll benefit from

Conversions in 2025: 150+ Stats You Need to Know

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Breaking down multi-touch attribution: Strategies and reporting tools

Discover the power of multi-touch attribution in your marketing strategy. Taboola highlights essential strategies and reporting tools to maximise ROI.

Lead generation for real estate: 12 online and offline tactics for 2025

UNIQODE shares 12 powerful online and offline real-estate lead-gen tips to build your 2025 marketing plan.

Just for fun

Measuring the impact of your social media efforts doesn't have to be complex. Tools like brand lift studies, 'How did you hear about us?' surveys, and impression modeling make it much easier to gauge your performance.