How To Restore Trust In Your Marketing Measurement

Paul Artunduaga analyses how trust in measurement can break down - and how it can be restored

Platform bias has long been a known problem, whether it be Google, Microsoft, Meta or Tik Tok. Marketers, and more crucially, finance and C-suite, maintain a healthy distrust of in-platform attribution. Attribution is, by nature, ‘greedy’ as the platforms attribute any conversion that has the platform as a touchpoint back to that platform, and the numbers rarely add up across a diverse media mix.

However, a more acute and recent crisis has emerged. The foundation of the attribution system, reliable user journey tracking, is deteriorating. For years, the ‘trust contract’ rested on this foundation: even if value attribution across touchpoints was controversial, the underlying user journey data was solid. Now, that is no longer the case.