Key tips for choosing metrics

Establish clear goals Before embarking on your measurement journey, be clear about your objectives. Whether it is to boost conversions, drive brand awareness or consideration, it’s important to have goals that are specific, relevant, and attainable.

Align your metrics to campaign objectives Once you know why you’re running an ad, you can start working out how. We recommend defining one or two clear objectives to avoid diluting campaign efforts.

Use people-based data Use people-based data as the underlying foundation of all your campaign decisions — from setting your bid strategy to running a measurement study to optimising based on insights you learn. Shift away from relying solely on proxy metrics like clicks to more valuable methods like multi-touch attribution, all based on people.

Further test to guide future strategy Get comfortable testing different ad formats, creative executions and bidding strategies to really learn what works well – and what doesn’t. Then take those learnings and act on them agilely, with confidence.

Measure holistically Avoid acting or measuring in a silo, and think of measurement as more than as something that can only be done at a single moment in time. Think about your campaigns holistically from start to finish, objective to outcome, and across platforms, channels and publishers.