Limitations of metrics to measure advertising campaigns in Italy 2019
Over the years, Italian businesses have started investing in online advertising and several metrics for measuring advertising campaigns' performances have been developed. Nevertheless, according to the advertisers there are still some limitations that need to be overcome. For instance, 51 percent of the respondents found it difficult to implement such metrics in a customer journey cross device context. Moreover, 30 percent of the advertisers stressed their inability to measure the actual user engagement.
