10/02/2026
You’ve expanded the media plan to reach customers in more places. Now the team needs to explain how those channels worked together to bring in business, and the platform reports only get you so far.
Nielsen reported that streaming accounted for 48.6% of U.S. television viewing in May 2026. Meanwhile, Apple’s tracking permission requirements limit the activity marketers can connect across other companies’ apps and websites.
That leaves teams with more ways to reach people and gaps in how they follow the response. Someone might discover your brand on TV, see it again on social, and search for it days later. You need a way to assess that combined effect when the individual reports can’t show the whole journey.
Start while you’re building the plan. Give each channel a clear job and agree on how you’ll evaluate its contribution. If you’ll need a baseline, a holdout group, or a geographic test, set it up before launch so you have a useful comparison later.
Platform reporting can guide day-to-day adjustments. Pair it with customer acquisition, revenue, and well-designed lift tests to understand whether the broader investment is growing the business.
Making those decisions early gives the team a better chance of answering the budget questions that come later.
We dig into how to plan media and measurement together here: https://hubs.li/Q04y-mXk0
