Measurement Guide and Toolkit
Our Guide and Toolkit to Measuring Digital Advertising in a Multi-Media Context is your starting-point to becoming a Measurement guru.
It also serves as a handy reference manual for when you want to refresh your knowledge and put its guidance into practice.
Pullouts and Case Studies
These pullouts and case studies provide guidance and consolidate current best practices on measuring digital advertising in the context of other media – they help explain how to measure digital channels correctly by using the best tools and methodologies available.
A handy summary of the essential tools you need in your measurement strategy.
Make sure you’re set up for measurement success with this useful step-by-step checklist.
Organise your data
Map out all sources of campaign data using this grid.
A helpful reminder of the customer lifecycle, timeframes and actionable touchpoints.
Shark I Ninja
American vacuum manufacturer Shark wanted to understand how combining TV and social media improves brand awareness.
EE wanted a data-backed explanation of the relationship between online media and offline sales.
A clothing retailer wanted to assess the potential sales contribution of increasing investment in digital.
Econometrics provided Wall’s the ideal tool to compliment the measurement of brand lift studies and awareness.
Don't be a #clickhead
IAB UK has worked with some industry insiders to infiltrate every media agency in London and delete click-through rates from client reports. Press play to see what happened...
More on Measurement
Articles, opinions, podcasts and much more to find out about measurement.
The IAB's measurement team walk you through some better ways of measuring success than ineffective old CTR.
Audio and CTR
Digital Audio continues to grow as does investment in audio strategies. CTR is not the way to measure this.
A Tale of CTR
One of our members recalls an unpleasant day in the history of click-through rates.