Overcoming Google Analytics Limitations Unveils 50% True ROAS in Digital Marketing

Overcoming Google Analytics Limitations Unveils 50% True ROAS in Digital Marketing

Lauren Lannan, Vice President, Customer Success

Published 05/23/2023


In the roller-coaster world of digital marketing, getting a clear picture of how different media channels work for you can be like finding a needle in a haystack. Especially when you're a small to medium-sized consumer brand trying to make every penny count. Here's a little story about my journey, navigating through the labyrinth of digital analytics and the light at the end of the tunnel with Measured.

My Journey:

A few years back, I was in the thick of it, working at a consumer brand company specializing in nifty pet-tech devices. My gig involved wrangling everything digital marketing-related, from AdWords and Facebook to Pinterest and other paid media channels.
But something didn't add up. The numbers I saw from Facebook and Google often seemed overstated, like they were reporting more orders than I had in my eCommerce account. Plus, it felt like Facebook and Google lived in their own little worlds, often double-dipping and taking credit for the same customer actions because they didn't interact. It was like trying to solve a puzzle with pieces from different boxes.

The Struggles with GA:

I tried building my own attribution model based on Google Analytics (GA) last touch, but it was like trying to build a sandcastle with a teaspoon. GA had a bad habit of favoring last-click channels like Email, SMS, and Google's products. But what about the performance of other channels? How was I supposed to drive new user acquisition without that insight?

Not to mention the data discrepancies. Each platform sang a different tune, and I was stuck in the middle trying to conduct an orchestra. The inconsistent data made it tough to get a clear read on the actual performance of my marketing campaigns.

And then came the death of the cookie, throwing another wrench in the works. Clearly, a tool that only focused on dated attribution models wouldn't cut it.

Embracing Change:

Fast forward to today, and I've found a new home at Measured. It was a bit of a leap, shifting from tools I was comfortable with, like GA, Facebook, and Google. Change can be tough and requires a diligent change management practice, but it's also exciting. And let me tell you; it's been worth it.

Moving to performance-based metrics centered on incrementality came with a bit of sticker shock. Seeing the real incremental performance metrics can make your eyes pop. I mean, you get used to reporting a $4 ROAS, and then you look at incrementality, and bam, that ROAS could drop in half. It's a hard pill to swallow, but it's a necessary one.

The Power of Incrementality:

But here's the thing: things start to look up once you shift your focus to incrementality. Sure, it can be shocking initially, but it's about taking that first step, making decisions rooted in incrementality, and watching your incremental ROAS increase.

With Measured, I've found a platform that clarifies where to fund/defund (MPO/XCD tools) or where opportunities exist to diversify (Benchmarks tool). It's been a game-changer. And it's not just about the fancy tools; it's about ensuring organizations update their performance metrics to center around incrementality.


Navigating the world of digital marketing can be challenging, but with the right tools and a focus on incrementality, you can make your marketing efforts count. My journey from grappling with GA's limitations to finding a new path with Measured has shown me that it's possible to rise above these challenges. And now, I'm passionate about helping other brands make the same leap.

Sure, seeing lower ROAS(i) at first might give you a jolt, but remember, you're now making decisions rooted in reality, not over-inflated data. Like stepping on the scale for the first time in your weight loss journey, it's about acknowledging where you are today and committing to change.

The key is to start small, take that first step, and lean into the most incremental channel. Around the thirty-day mark, monitor your transaction file, and see the positive changes in orders and sales. Congratulations, you took your first step towards optimizing your media mix rooted in incrementality metrics!

With an easy-to-use platform like Measured, you can quickly see where to optimize and diversify. And yes, brace for the sticker shock when you see the real ROAS(i). But remember, you're not alone. We're here to support you every step of the way, helping you navigate through the digital marketing maze and achieve your business goals.

Happy Optimizing!

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