Introduction

Creating ads and campaigns that succesfully stick to your audiences can be a quite challenging task. Not only do you need to decide on the best ad creatives and copy, you also need to know which channels and formats work most effectively.


In addition to that, setting key objectives is important for marketers in order to track their progress and performance for reporting and benchmarking purposes.


This is why you need to have an understanding on both efficient KPI selection and reporting, as well as your customers' journey and behaviour through the endless number of touchpoint that they encounter.


This knowledge then allows you to create and develop the most powerful and cost-effective marketing strategies!


In this short white paper, we're going to take you through the basics of performance measurements and the world of attribution modelling!