Without meaningful attribution measurement, marketers lack the ability to accurately gauge whether certain ads or campaigns lead to purchases or were simply wasted ad dollars. But a range of challenges continue to stifle marketers’ ability to accurately measure attribution, according to a recent Digiday survey.
Respondents identified a lack of tracking capabilities, a lack of data from major platforms, and an unclear view of their sales funnels as key factors inhibiting their ability to measure attribution accurately.
This article is behind the Digiday+ paywall.
The post Digiday Research: Tracking capabilities and ‘walled gardens’ are stifling attribution measurement appeared first on Digiday.