How to Build a Successful Measurement Plan for 2023

By Karen Stocks

It’s hard to believe that many of us are already planning for 2023. Each year around this time, I begin preparing my list of tips to help businesses gear up for measurement success. I always start by looking back at 

what I recommended the previous year

To stay resilient in uncertain times, I encourage marketers to preserve, enrich, and strengthen their measurement strategy. Here are a few ways that you can build a best-in-class foundation that will hold you in good stead for 2023’s marketing landscape.

Continue growing your first-party data

We’re all familiar with the 

research

Having an app is one increasingly important touchpoint for brands. Apps allow marketers, especially retailers, to build meaningful customer relationships that drive results. Eighty-seven percent of retailers agree that their app users are more loyal and have a higher lifetime value than nonusers, making data from this channel important to have.¹ When I speak to marketers in the Asia Pacific region, I find that apps measurement is top of mind when they think about their first-party data strategy. But this is often not the case in other markets around the world. To help marketers place apps front and center, we are offering 

App campaigns

Upgrade to the latest version of your analytics technology

In recent years, analytics technology providers have adapted new ways to preserve measurement in the face of privacy-driven changes. Many, for instance, have implemented machine learning to continue providing insights in the customer journey using sophisticated models. To keep up with the changing ecosystem, 

Google Analytics 4

After updating to Google Analytics 4, 

McDonald’s Hong Kong

“Google Analytics 4’s machine-learning capabilities allow us to transform our digital advertising strategy efficiently and effectively by leveraging its out-of-the-box solution.”

Enrich your data with metrics that assess true value to your business

While all conversions are valuable, not all have the same value to your business. One conversion might be worth $10 while another delivers $100. As we navigate a tightening business outlook, it’s crucial to pay the right price for a given conversion. Advertisers that optimize for value rather than cost see an average 14% increase in conversion values.² Take a moment to make sure you’re measuring conversion values that represent your business values. By doing so, your investment for each conversion can be optimized accordingly.

This doesn’t need to be an exhausting process. Once you provide the actual value each conversion drives for your business, automated tools can enrich your insights and optimize your marketing strategy — all without additional work on your part.

Many advertisers are unable to pinpoint an exact value for all conversions. If this applies to you, don’t worry. Google’s 

conversion value rules

Google advertisers that optimize for value rather than cost see an average 14% increase in conversion values.

Enhance your measurement with offline insights

When setting up your measurement infrastructure, take time to confirm that it can support both online and offline marketing goals. A solid infrastructure should bridge customer touchpoints across all channels, eliminating gaps in measurement. For example, say your business collects customer leads on your website, but those customers complete their purchases in your store. If you’re able to import those offline sales into your advertising tool, you can optimize your bidding and increase the efficiency of your approach. That’s just what 

Groupe Renault

Protect privacy while driving performance

As the global regulatory landscape continues to evolve, marketers need to ensure that their measurement solutions respect user privacy. Remember that privacy-safe tools and actionable conversion data are not mutually exclusive, thanks to 

proven modeling techniques

Consent Mode

Look to the future of measurement

Tomorrow’s successful marketers will embrace a successful measurement foundation that’s built on first-party data, underpinned by a strong tagging strategy. By leveraging insights across online and offline channels, choosing the latest analytics technologies, and optimizing for value in a privacy-safe way, you can confidently prepare your business for the challenges and opportunities ahead.

This article first appeared on Think with Google