Meta’s measurement updates won’t change performance overnight

Meta’s latest measurement and attribution updates are a step towards greater transparency, but they’re unlikely to shift performance in any meaningful way. Instead, they bring reporting more in line with third-party tools, helping marketers reconcile results more easily.

Our director of paid media Mark Byrne explains why the changes matter, but also where their limits lie. As he puts it, “it should reduce reconciliation debates and make Meta’s reporting easier to defend in finance conversations… but it doesn’t impact how ads are delivered or optimised, so isn’t a fundamental performance shift.”

Read the full article on Digiday.