Nicole LalevaEffective marketing relies on rigorous measurement, but as consumer behaviours evolve and ad formats become more immersive, understanding performance is increasingly challenging, particularly for businesses that rely on click-based measurement tools.
In “Building a Suite of Truth”, Meta makes the case for moving beyond a single source of truth, which is often an attribution model, to a "suite of truth": a combination of trusted tools and methods that includes attribution, marketing mix modelling (MMM), and experiments, grounded in incrementality.
Incrementality helps answer the question: What outcomes did this campaign actually cause that wouldn't have happened without it? With this information, businesses can invest in the channels and campaigns that are actually driving results.
Building on Meta's Measurement 360 framework, the report provides actionable steps for businesses to build their own suite of truth, including: reviewing current measurement practices and data quality; calibrating models such as multi-touch attribution (MTA) or MMM with incrementality; and conducting regular incrementality experiments across as many channels as possible to continuously improve performance. It also explores how a suite of truth can be used to guide AI driven ad systems like Meta’s toward the outcomes that matter most.
