Advertisers today have plenty of options when it comes to metrics and measurement solutions and it can be hard to identify the most relevant ones. The question on how to measure both short and long term impact of lower and upper funnel advertising is one of the most burning topics in the industry. 

Les Binet (Group Head of Effectiveness Adam & Eve DDB), Gordon Black (Director of Paid Media Measurement and Learning Adidas), Konstanze Fichtner (Marketing Science Partner and EMEA lead for brand measurement Meta) share guidance and insights.