The Marketing Measurement Round Up: Edition #46
Ruler Analytics
Data Driven Marketing Attribution & Marketing Mix Modelling Software for Data Science and Marketing teams.
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
Most companies today are questioning their direct traffic data.?
+ Why is it so high?
+ Where is it coming from?
+ Is it accurate?
+ How do I explain this to the CEO?
Beyond technical issues like missing UTMs, browser restrictions, and cookie limitations, direct traffic often reflects the effectiveness of your top-of-the-funnel activities.
The challenge is that tools like GA4 offer limited visibility into how these top-of-the-funnel efforts are impacting direct traffic and brand searches.
Marketers have two solutions to navigate this challenge:
1. Analyse prior touchpoints to determine which channels influence user journeys and contribute to direct conversions.
2. Use machine learning-based impression attribution to assign credit to impressions that lead to conversions. This approach is particularly valuable when traditional tracking methods, like first-party cookies or unique identifiers, fall short.
Without understanding the drivers behind your direct traffic, you’ll consistently fail to accurately measure or increase your marketing impact.
The latest in marketing measurement
1. Performance Max gets a boost as Google expands reporting features
Google has recently announced enhancements to its Performance Max campaigns, focusing on expanded asset and search term reporting capabilities. These updates are designed to provide advertisers with deeper insights into campaign performance and allow for more strategic optimisation.
Here’s a quick summary of the key changes:
1. AI Controls
2. Search Reporting
3. Asset Group Reporting
领英推荐
Our thoughts
Google is clearly making strides to address pain points and improve Google Ads’ usability, transparency, and effectiveness, but is it enough??
One big issue is that reporting in Google Ads is very one-sided—it’s all about Google Ads data. Sure, you can download performance data for external analysis, but it doesn’t give a full picture of how Google Ads fits into the larger customer journey, which involves tons of touchpoints.
They’re great at tracking online conversions, but offline conversions like demo bookings or in-person events are another story.?
You can get that data, but it takes extra tools. So, while they’ve improved, there’s still room for better transparency and connection to the bigger picture.
2. Google phases out maximum CPV strategy for video view campaigns
Starting in April, Google Ads will replace the Maximum CPV bidding option with a Target CPV strategy for new Video View campaigns. Existing campaigns using Maximum CPV can still run, but new campaigns must adopt the updated approach.?
The Target CPV aims to offer advertisers more control over their cost-per-view. Additionally, multi-format ads, including skippable in-stream, in-feed, and Shorts, are expected to deliver up to 40% more views for the same budget compared to single-format campaigns, according to Google data.
Our thoughts
This is a win for marketers. Video View Campaigns offer way more control over ad spend compared to the Maximum CPV model, letting you set specific cost targets instead of just a cap.
In a time where everyone’s trying to do more with less, this definitely helps. But don’t get too carried away. It’s not just about blasting ads out there and hoping for the best.?
You’ve got to make sure your campaigns, especially those focused on awareness, are actually driving results. With these changes, now’s the time to double down on the right strategies (lift studies, MMM, or impression attribution) to ensure these campaigns are truly helping you grow.
Content we think you'll benefit from
CookieYes explore what cookieless tracking entails, why it matters, and how marketers can leverage privacy-friendly solutions to maintain and enhance their marketing strategies.
Learn how to align your advertising goals with Performance Max’s advanced features in 2025 for seamless, scalable campaigns.
Dive into the top marketing attribution tools to help you make smarter decisions and generate better learnings that you can apply to your future campaigns.
Just for fun
Just to recap, direct traffic can be tied to things like ad-blockers, unknown traffic sources, broken tracking, privacy rules, and so on. But it also points to strong brand recognition and success with top-of-funnel marketing. It’s important to tell the difference between the two because understanding the factors behind your direct traffic leads to smarter decisions