Build a measurement stack you can rely on to steer your campaigns.
In this Ads Decoded episode, we discuss how to assess marketing campaigns with attribution, incrementality, and media mix models.
Evaluating a media strategy can be challenging when important measurement tools, such as real-time attribution, periodic incrementality tests, and media mix models (MMM), seem to contradict one another. In an Ads Decoded episode, Ginny Marvin, Ads Product Liaison, converses with John Chen, Senior Director of Product Management for Ads Measurement.
They tackle the complexities of constructing a measurement stack encompassing attribution, incrementality, and MMM. The discussion also covers the significance of tracking extended purchasing journeys through Qualified Future Conversions. Furthermore, Marvin and Chen argue that focusing on media spend as planting seeds, rather than chasing short-term ROAS (return on ad spend), yields more favorable results.
In a subsequent episode, AdVenture Media's Patrick Gilbert and Nechama Teigman offer an honest account of implementing Meridian, Google's open-source MMM. They shed light on AI coding tools that eliminate technical obstacles, the importance of data variance over budget size, and the process of planning future strategic tests. Tune in to watch the full episode and the accompanying discussion.
Written by urgent.news from Google Blog's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
