So I would humbly consider myself a seasoned advertiser. I know there's a major cross-channel and cross-device picture happening. The challenge often comes whe

So I would humbly consider myself a seasoned advertiser. I know there's a major cross-channel and cross-device picture happening. The challenge often comes when needing to report on metrics. Unfortunately, the saying "what gets measured gets managed" cuts both ways. So I can know with all my heart that something is driving latent activity, but if I can't report on it, often times that isn't sufficient because people want to see measurable ROI when it comes to digital media. View-through and assist conversions try to help with this, but then you get into the valuation question of "what is the value of a view-through or assist conversion?" Similarly, "what is the value of a Like?" Ultimately a company needs to build a model to back things out against their targets, and so unless you have solid incremental lift testing data, or other MMM-type data, you're faced with the really hard task of trying to justify this stuff that isn't always showing measurable performance.