Cross-Channel Measurement

Use this lesson to:

  • Adopt a cross-channel measurement approach that aligns with a business goal.

Consider your approach

Once you have a sense of the metrics available to you across channels, consider how you might determine your cross-channel measurement approach based on your business goal.

Attribution

Attribution helps assign credit to different marketing channels in driving the business goal.

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Conduct an experiment to quantify the incremental impact of one or more channels. (Note: The incremental impact for a given channel may differ from what you see attributed to that channel. This is typically due to underlying flaws in your attribution model.)Phương pháp đo lường đa kênh trên facebook

Refine your approach

Knowledge check

Key takeaways

  • Experimentation is necessary to determine which channels drive results for your business.
  • Incremental impact of each channel must be measured to guide marketing decisions.
  • Incremental impact of a channel may not align with attributed impact of the channel. Use incremental impact as the source of truth.

 

 

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