There are a number of reasons why you can't trust Facebook's numbers. For example they claim 100% of all sales that occured within 24 hours of seeing an ad (even if the user scrolled past without noticing). Marketing Mix Modeling can give you the real incremental ROI of Facebook, measuring how many sales would have happened anyway had you not spent a penny on ads.

There's no way to 'click' on a TV ad – so how do you measure performance? Marketing Mix Modeling has been tracking the ROI of TV campaigns since the beginning, and can even account for long-lasting effects on brand awareness. This technique also works on other non-direct channels, like billboards, print, radio and even more modern channels like podcasts and influencer marketing.

The ongoing privacy backlash against surveillance capitalism has resulted in a rapidly changing and unpredictable landscape. Whatever happens with public legislation (GDPR / CCPA), user behavior (ad blocking) or platform policy (Apple, Brave), we know we're not going back to the good old days of unlimited user tracking. Marketing Mix Modeling's great strength is that it doesn't need user level data to work – so it's the only future-proof way to measure marketing ROI.