Meta introduces Measurement 360 - an advanced measurement framework for advertisers

Meta has brought forward Measurement 360, a measurement framework developed by Meta in collaboration with Deloitte through which marketers can gain a holistic view of the customer journey in an agile, privacy-safe way.

The pandemic has accelerated the transformation of how people live, work and play, with digital media and e-commerce becoming even more central to reaching and engaging consumers at scale. Today’s advertisers may benefit by adopting a more advanced, agile measurement strategy that better reflects the shifts in their media strategies, delivers a more holistic understanding of campaign performance and has a lens toward future-proof methodologies. Meta has brought forward Measurement 360, a measurement framework developed by Meta in collaboration with Deloitte that is built on these strategic goals.

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Through Measurement 360, marketers can gain a holistic view of the customer journey in an agile, privacy-safe way and figure out if (and how) their strategies are actually working. In a report curated by Meta, they explore why Measurement 360 is valuable and delve deeper into the 6 steps organizations can take to implement the framework, which include:

1. Define objectives to gain alignment. Foundational success is determining what to measure based on business objectives.
2. Review current measurement frameworks. Understanding where measurement gaps exist now will help shape future decisions about which tools to test and integrate.
3. Build more advanced analytics through first-party data. A future-proof strategy should enable privacy by design and rely on first-party data wherever possible.
4. Experiment with different methodologies. In today’s measurement landscape, there’s no universal solution. Advertisers should be willing to explore a variety of methodologies.
5. Embrace a holistic test-and-learn approach. Operationalize experimentation for all marketing strategies to validate best practices and gain insight into incrementality.
6. Calibrate continuously. Synthesizing multiple data sources is fundamental to Measurement 360. Use different measurement types to calibrate on an ongoing basis.