Measurement 360: An advanced way to think about measurement strategy

The past few years have seen seismic shifts in the advertising landscape. The pandemic has accelerated the transformation of how people live, work and play, with digital media and ecommerce becoming even more central to reaching and engaging consumers at scale. We believe people increasingly expect innovative and personalized digital experiences from brands, and at the same time are placing a greater value on data privacy and security.

Advertisers are reevaluating their existing marketing strategies and experimenting with new ones. This means they now need to ensure visibility into performance across a wider range of channels, while simultaneously grappling with changes to data availability.

In this new, rapidly changing environment, the historical, fragmented approach to marketing measurement that emphasizes a small number of solutions may no longer be the right strategy. Today’s advertisers may benefit by adopting a more advanced, agile measurement strategy that better reflects the shifts in their media strategies, delivers a more holistic understanding of campaign performance and has a lens towards future-proof methodologies.

Measurement 360 is a measurement framework developed by Meta in collaboration with Deloitte that is built on these strategic goals. It helps advertisers utilize multiple best-in-class measurement solutions in tandem to track all components of a marketing strategy. Each tool is intentionally selected to address a specific need, providing both flexibility and transparency. Through Measurement 360, marketers can gain a holistic view of the customer journey in an agile, privacy-safe way and figure out if (and how) their strategies are actually working.

In our full report, Measurement 360: An Advanced Way to Think About Measurement Strategy, we explore in depth why Measurement 360 is valuable and delve deeper into the 6 steps organizations can take to implement the framework, which include:

1. Define objectives to gain alignment. Foundational to success is determining what to measure based on business objectives.
2. Review current measurement frameworks. Understanding where measurement gaps exist now will help shape future decisions about which tools to test and integrate.
3. Build more advanced analytics through first-party data. A future-proof strategy should enable privacy by design and rely on first-party data wherever possible.
4. Experiment with different methodologies. In today’s measurement landscape, there’s no universal solution. Advertisers should be willing to explore a variety of methodologies.
5. Embrace a holistic test-and-learn approach. Operationalize experimentation for all marketing strategies to validate best practices and gain insight into incrementality.
6. Calibrate continuously. Synthesizing multiple data sources is fundamental to Measurement 360. Use different measurement types to calibrate on an ongoing basis.

Ultimately, change is a constant—and it’s a challenge advertisers must anticipate. By delivering a holistic view of the customer journey with built-in flexibility and transparency, the Measurement 360 framework can help marketers continually understand what’s shifting and how to adapt their strategies in response.

Access the full report here.