Advertisers pay good money to reach potential customers as they read the news on their phones, or shop on their tablets, or skim their Facebook feeds at work. But determining whether those digital ads actually lead to new purchases? That can be surprisingly tricky.

But determining whether those digital ads actually lead to new purchases? That can be surprisingly tricky.

In this Insight in Person podcast, we chat with Kellogg faculty members, as well as researchers from Facebook, to find out why many of the techniques that advertisers use to measure effectiveness are so inaccurate. We also learn what advertisers should be doing whenever possible.