In today’s rapidly changing marketing landscape, measuring campaign effectiveness is critical.Calculating the incremental lift and the resulting value that campaigns provide is a great way to assess the impact of your marketing tactics, as well as improve the performance of channels and ROI.

Measuring the impact of marketing and identifying ways to improve the ROI of marketing spending has never been easy. With organizations intensifying their focus on marketing accountability, there is increased pressure on CMOs to identify robust techniques to demonstrate marketing effectiveness.

GA4 is here, and it presents a significant paradigm shift in the way marketers are monitoring, optimizing, and reporting the performance of their digital properties and campaigns.