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Snapchat reveals how “Execution, Experiments, and Evaluation” aid brands in tracking campaign effectiveness while adhering to confidentiality requirements.
In the face of increasing data limitations, Snapchat indicates that “Execution, Experiments, and Evaluation” are key pillars marketers should orient themselves towards to adapt strategic measurements to modern conditions.
This framework aims to create a cycle of continuous testing, learning, and iteration.
Despite Google continuing to delay the phasing out of third-party cookie files, it will still happen. Therefore, it’s crucial for advertisers to maintain accurate campaign insights and revenue accountability to conduct effective marketing measurements under stricter data privacy laws.
“Advertisers adopting this reliable approach to measurement are achieving better advertising outcomes,” according to Snapchat.
The real emphasis is on evaluating actual outcomes rather than chasing vanity metrics. Snapchat asserts that brands often prioritize “easily accessible correlation metrics over causal experiment KPIs.” But if experiments aren’t tied to evaluating impact on the ultimate outcome, “media optimization can lead to negative progress.”
Snapchat’s push is part of a wider industry reassessment as changes in user privacy disrupt traditional digital measurements.
As advertising measurements evolve, Snapchat encourages a more holistic, cyclical approach focused on continuous optimization and tying performance to real business results.
This article available in Ukrainian.
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