Snapchat unveils three “Es” for enhancing marketing measurements

Snapchat reveals how “Execution, Experiments, and Evaluation” aid brands in tracking campaign effectiveness while adhering to confidentiality requirements.

Why it matters?

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.

How it works

This framework aims to create a cycle of continuous testing, learning, and iteration.

• Execution: These are the core components of a campaign that drive daily marketing efforts.
• Experiments: Include methods such as A/B testing to adjust course during the process.
• Evaluation: Utilizes techniques like media mix modeling to quantitatively assess real performance impact.

Why It Matters?

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.

What they’re saying

“Advertisers adopting this reliable approach to measurement are achieving better advertising outcomes,” according to Snapchat.

Between the Lines

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.”

Broader Context

Snapchat’s push is part of a wider industry reassessment as changes in user privacy disrupt traditional digital measurements.

Conclusion

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.