Measurement
Planning a two-city paid social campaign
Plan a two-city paid social campaign by setting objectives, comparing delivery, splitting budget by outcomes, testing variants and reporting results by city.
Section
Measurement
Measurement
A paid social reporting framework for purpose-led brands
A framework for paid social reporting by purpose-led brands, linking claims to evidence and metrics, with attribution, caveats and CAP Code considerations.
Measurement
3 ways Ofcom and IAB UK data get misread as paid-social benchmarks
Paid social benchmarks borrowed from Ofcom, IAB UK and ONS data mislead UK planners. Here is where each dataset stops, and what to use instead.
Measurement
Paid social attribution methods compared: what to ask an agency about each
How the attribution methods a paid social agency can report differ, platform reporting, rule-based models, causal tests and record linkage, what each can and cannot prove, and what to ask an agency about each.
Measurement
Why ONS, Ofcom and Google Ads sources make poor paid-social benchmarks
Assess proposed paid-social benchmarks for England with a comparability record covering geography, population, definitions, methods and uncertainty.
Measurement
Paid social agencies key metrics: five reporting measures
Paid social agencies key metrics need clear events, denominators, owners and uncertainty notes. This guide defines five reporting measures.
Measurement
Paid social agencies measurement: sources, attribution and impact
Paid social agencies measurement: reconcile Meta, LinkedIn and TikTok data with client outcomes, and distinguish attributed conversions from causal impact.