Facebook: ‘Marketers need to stop taking shortcuts when it comes to measurement’

Marketers should stop focusing on last-click attribution and taking shortcuts and instead work on understanding whether or not they have actually changed people’s buying habits, according to Facebook’s VP of measurement and insight, Brad Smallwood,
“Advertisers should be measuring what they have always measured. There are no shortcuts. It is more about a change in mindset than a fundamental shift,” Smallwood told Marketing Week at a Facebook press meeting yesterday (