Why Measurement Still Misses the Mark
If you’re spending money on digital media and still can’t answer “what’s working?”, you’re not alone. According to a new Think with Google article, only 53% of brand decision-makers say they feel confident in their marketing measurement. At B3 Media Consulting, we see this play out all the time—even with smart brands doing all the “right” things.
The problem? Most measurement systems aren’t built for today’s messy, multi-touch reality. Attribution models are outdated. Metrics are siloed. And too many businesses confuse activity with impact.
The Three-Part Fix (That We Actually Use)
Google recommends a new roadmap with three guiding principles:
Define success together
Build a trusted data foundation
Measure what matters most
Sounds simple. But as practitioners, we know execution is where things fall apart. Here’s how we make it real at B3:
1. Align on Impact, Not Just Impressions
Before we launch anything, we challenge our clients to define what real success looks like—whether it’s return on ad spend (ROAS), qualified leads, or lifetime value (LTV). We’ve seen too many campaigns chase vanity metrics like clicks or reach while ignoring downstream impact. Good measurement starts with alignment, not attribution.
2. Build Systems That Talk to Each Other
Google stresses the importance of connected, privacy-safe data. We couldn’t agree more. One of our first moves with new clients is auditing the data stack—are Google Ads, GA4, Meta, and Shopify talking? Are conversion events consistent? You don’t need a million tools, but you do need the right ones working together.
3. Don’t Just Measure—Learn and Act
Measurement is not a report. It’s a habit. Google recommends “closing the loop” between insights and decisions, and that’s central to our approach. Every two weeks, we sit down with clients to review performance and turn data into strategy. What’s working? What’s next? If your data isn’t guiding decisions, it’s just noise.
Why This Matters More Than Ever
In an age of signal loss, automation, and shrinking budgets, marketers can’t afford to guess. Measurement isn’t just about proving success—it’s about creating it. Brands that master this muscle will scale faster, pivot smarter, and waste less.
At B3, we’ve helped everyone from e-commerce startups to national brands implement measurement systems that actually work. We bridge creative, media, and data in a way that makes results clear—and actionable.
Want to finally understand what’s driving your results?
Let’s talk. Contact B3 Media Consulting today to level up your marketing measurement and performance.
