As digital marketing moves fast towards a cookieless future, the way we measure media impact is evolving.
We know that less than 1 in 5 consumers accept cookies when given the choice, and almost 90% of US browsers could become cookieless soon. So, how will the impact of media campaigns be measured moving forwards? How can teams demonstrate ROI, with an informed view of what’s working and what’s not? And what does all this mean for traditional attribution methods?
In preparation for Media Week 2025 (running 10th -13th March, check out the sessions and get signed up!), I’ve collated some of the recommendations that we’ve been talking to clients about recently:
“Look beyond last-touch attribution”
There’s still too much emphasis on what happens in the final step before a customer sale. In reality, buyer journeys are rarely that linear—especially in B2B. Different stakeholders have a say in the process at different times. And all sorts of marketing activities contribute to conversion, across many channels.
Our advice? Use a blend of multi-touch attribution (MTA) and media mix modeling (MMM) to get a more real-world view of what’s generating pipeline and revenue.
“Measure more things, not just clicks”
Relying on trackable metrics alone can underestimate the value of your campaigns and skew your insights. Why? Because there are just so many other touchpoints that influence the buying decision: whether it’s online through LinkedIn, podcasts, and peer-to-peer networks, or offline via out-of-home media, print ads, and word of mouth.
How can you track these? We find value in tracking branded organic search trends and other solid indicators of brand interest. This can be done across topical share of intent in platforms like ZoomInfo or Bombora to get an idea of how you are shaping up to competitors. Plus, we draw a lot on qualitative data—such as asking customers to fill out a “how did you hear about us?” form.
“Invest in brand awareness”
Short-term performance metrics like cost per lead (CPL) and click-through rates (CTR) are only part of the picture when it comes to assessing media impact. With B2B buyers doing their own research before engaging with a company, having a brand presence is critical to getting on their radar. Doing this right can generate significant long-term impact and return on investment.
How do you measure brand impact? We track brand lift studies, share of search, and engagement trends over time. These provide good insight into whether awareness activity is helping to generate demand and lower acquisition costs.
“Find the incremental impact”
While we absolutely endorse models like MTA and MMM, they do still have limitations. For example, MTA is modelling statistical patterns, so it may not tell you the real cause of a sale. Meanwhile, MMM focuses on long-term trends, so it can’t assess the effectiveness of specific campaign activity.
Is there a third way? Yes! We like to include incrementality testing alongside MTA and MMM. This compares the sales results of two groups: a test group that sees the marketing campaign, and a control group that doesn’t. If more sales come from the test group, we know that the marketing has made a difference. It’s a quick, simple, and direct way of learning what works.
More insights await at Media Week 2025
There’s clearly a lot to consider when measuring media effectiveness. As we head fast towards a cookieless world, now’s the time to move away from old, baked-in attribution models and add some fresh new methods to the mix.
Now is also the time to get signed up for Media Week 2025! Check out the agenda for a taste of what’s coming next in the world of media measurement and beyond.
