With rising data restrictions, Snapchat says “Execution, Experimentation and Evaluation” are the key pillars marketers need to focus on to ensure strategic measurement evolves with the times.
Why we care. While Google keeps delaying deprecating third-party cookies, it will happen. So it’s important for advertisers to maintain accurate campaign insights and revenue accountability to conduct effective marketing measurement with tighter data privacy laws.
How it works. The framework aims to create a cycle of constant testing, learning and iteration.
- Execution refers to the core campaign components that power marketing efforts day-to-day.
- Experimentation involves methods like A/B testing to course correct along the way.
- Evaluation uses techniques like media mix modeling to quantify real performance impact.
What they’re saying. “Advertisers who adopt this robust measurement approach see better advertising outcomes,” per Snapchat.
Between the lines. The real emphasis is on evaluating actual results over chasing vanity metrics.
- Snap says brands often prioritize “easy accessible correlation metrics over causal experimentation KPIs.”
- But if experimentation isn’t tied to evaluating bottom-line impact, “media optimization may be driving negative progress.”
Zoom out. Snapchat’s push is part of a broader industry reckoning as user privacy changes upend traditional digital measurement.
The bottom line. As ad measurement evolves, Snapchat is encouraging a more holistic, cyclical approach centered on continuous optimization and tying performance to real business outcomes.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
