As data constraints increase, Snapchat says “execution, experimentation, and evaluation” are the key pillars marketers should focus on to ensure strategic measurement evolves over time.
why do we care? Google continues to delay the retirement of third-party cookies, but they will eventually be phased out. Therefore, it is important for advertisers to maintain accurate campaign insights and revenue accountability to conduct effective marketing measurement under stricter data privacy laws.
How to use it. This framework aims to create a cycle of continuous testing, learning, and iteration.
- Execution refers to the core campaign components that drive day-to-day marketing efforts.
- Experimentation includes techniques such as A/B testing to course-correct along the way.
- The evaluation uses techniques such as media mix modeling to quantify the actual performance impact.
what they are saying. According to Snapchat, “Advertisers who adopt this robust measurement approach see better advertising outcomes.”
Between the lines. The real focus is on evaluating real results rather than chasing vanity metrics.
- According to Snapp, brands often prioritize “easily accessible correlational metrics over causal experimental KPIs.”
- But if experimentation isn't tied to assessing revenue impact, “media optimization may be making negative progress.”
Zoom out. Snapchat's push is part of broader considerations across the industry as changes in user privacy upend traditional digital measurement.
Conclusion. As ad measurement evolves, Snapchat encourages a more holistic, circular approach centered on continuous optimization and tying performance to real business outcomes.
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About the author
Anu Adegbola joins Search Engine Land as paid media editor From 2024.she covers Paid search, paid social, retail media, video, and more.
In 2008, Anu's career began with;
Build strategies, maximize ROI, automate repetitive processes, and drive efficiency across all parts of the marketing department by providing leadership on both the agency, client, and marketing technology sides, and digital marketing campaigns ( (mostly not just paid search).
When she's not editing articles for Search Engine Land, she's the founder and host of a PPC networking event – PPC Live. weekly podcast PPCChat Roundup, and bLand Evangelist at ClickTech.
She is also an international speaker and has spoken at SMX (USA), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, and more. I did. , PPC Chat Live, AdWorld Experience (Bologna) and more.
