Online ad effectiveness evaluation methods in Russia 2019-2020
Between 2019 and 2020, the share of Russian brands who used free web analytics services to evaluate their online advertising effectiveness decreased by 13 percent. Instead, more companies reported using their own statistical and analytical services., with their share exceeding 50 percent in 2020. Furthermore, 35 percent of respondents named business analytics (BI) systems to measure the digital ad success.
