With data restrictions increasing, Snapchat says “execution, experimentation and evaluation” are the key pillars marketers need to focus on to ensure strategic measurement evolves with the times.
Why we care Although Google continues to delay disabling third-party cookies, it will happen. Therefore, it is important for advertisers to maintain accurate campaign statistics and revenue accountability for effective marketing measurement under stricter data privacy laws.
How it works. The framework aims to create a cycle of constant testing, learning and iteration.
Execution refers to the core campaign components that drive marketing efforts on a day-to-day basis. Experimentation involves methods like A/B testing to course correct along the way. The evaluation uses techniques such as media mix modeling to quantify the actual impact of performance.
What they are saying “Advertisers who adopt this robust measurement approach see better advertising results,” by Snapchat.
between the lines The real emphasis is on evaluating real results rather than chasing vanity metrics.
Snap says brands often prioritize “easily accessible correlation metrics over causal experimentation KPIs.” But if experimentation is not tied to evaluation of ultimate impact, “means optimization may be driving negative progress.”
Zoom out. Snapchat’s push is part of a broader industry reckoning as changes to user privacy upend traditional digital measurement.
The bottom line. As ad measurement evolves, Snapchat encourages a more cyclical and holistic approach focused on continuous optimization and tying performance to real business outcomes.
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About the author
Anu Adegbola has been a paid media editor for Search Engine Land since 2024. She covers paid search, paid social media, retail media, video and more.
In 2008, Anu’s career began with
deliver digital marketing campaigns (mainly but not exclusively Paid Search) by creating strategies, maximizing ROI, automating repetitive processes and making all marketing departments efficient through inspiring leadership both on the agency, client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event: PPC Live, host of weekly podcast PPCChat Roundup, ibRand Evangelist at ClickTech.
He is also an international speaker with some of the stages he has presented being SMX (USA), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Live Chat, AdWorld Experience (Bologna) and more.
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