At Recast we're on a mission to rid the world of wasted advertising spend. No one method or tool is going to get us there, so as well as our own content, we're sharing the best of what we've read on marketing measurement this week.
This is a great practical guide to measuring the value of 'top of funnel' (TOFU) campaigns, using first touch attribution instead of last touch in Google Analytics 4.
This has always been a big debate in marketing circles: brand marketers excuse poor short term performance by saying the campaign will positively impact the brand over the long term. This study found there is no long term without the short term.
Brands shifting to higher funnel brand ads on Amazon will come with its own difficult measurement issues, but it’ll be far more likely to be incremental, which is an exciting development.
This is great framing from a director at Meta on a topic most marketers get wrong: just because somebody saw or clicked on your ad, does not mean that ad ‘caused’ the person to purchase.
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From the Archives
This is the best of what you might have missed, anything previously posted that is still relevant today.
