Make or break: Why measurement is the key for the modern e-commerce brand

Snezhina Kashukeeva

Fospha research shows Google Analytics under-values most channels significantly, while the siloed view presented in Ads Manager does not paint the full picture of performance.

1: Marketers are facing significant measurement challenges

Digital marketing has experienced extraordinary headwinds in a very short amount of time. Ten years ago, measurement was simple. Google Analytics (GA) had many of the answers, and the ad platforms covered the rest. However, with the introduction of iOS14 & 17, cookie deprecation and the privacy-first movement, it’s harder than ever for brands to reliably see which channels are driving customers. Ad platforms have a siloed view of channel effectiveness, while Google Analytics is limited to Last Click measurement – meaning that when relying on these tools, marketers have a blind spot...

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