Marketers face greater challenges in measuring the effectiveness of their marketing campaigns amid a combination of stricter privacy laws in many regions and changes to audience tracking technologies. Google plans to end support for tracking cookies in its popular Chrome browser, while Apple has given its customers more ways to hide their device identifiers (IDFA), web addresses and email accounts.<\/p>\n
Amid these changes, brands want to see more indications that their campaigns are producing results. That means looking beyond digital outcomes like cost per click, cost per landing page view and cost per completed view.<\/p>\n
\u201cWhen we talk about outcomes, we talk about real-world outcomes,\u201d Simon Stone<\/a>, general manager of Europe, Middle East and Africa for ad-tech startup LoopMe, said in this interview with Beet.TV. \u201cThose outcomes include brand awareness, purchase intent, store visits and physical, offline sales.\u201d<\/p>\nMeasuring Brand Lift<\/h3>\n