EXACTLY WHAT TO MEASURE WITH LIFT-BASED MARKETING INVESTMENTS

Summary from the TLDR Marketing newsletter

Traditional attribution models are no longer reliable due to privacy laws, ad blockers, and fragmented customer journeys. A better way to measure results is through lift-based testing. This approach tracks the increase in conversions or engagement after a specific tactic begins. It compares results against a baseline to show real impact. The process starts with measuring exposure, such as impressions. It then looks at engagement, like replies or subscriptions, followed by conversions or sales. Testing different tactics over time reveals what actually works.