How To Measure Marketing Impact Beyond Meta and Google

Matt Bahr is the Co-founder and CEO of Fairing, which helps e-commerce brands build sustainable customer relationships and growth models. Matt spent the last decade helping brands with attribution and analytics. He also advises and consults for various businesses, from DTC brands to public companies. Matt specializes in e-commerce, DTC startups, SEO, web development, and CR optimization. In this episode… As digital marketing evolves and new channels emerge, many brands struggle to measure advertising campaign effectiveness. With platforms like Meta and Google offering clear attribution models, expanding into newer, less trackable spaces like influencer marketing, CTV, and direct mail can feel risky. How can brands invest in these channels while ensuring their marketing dollars drive impact? Matt Bahr, an expert in e-commerce marketing and advertising measurement, recommends using a combination of post-purchase surveys and data-driven insights. By directly asking customers where they discovered a brand and combining those insights with last-click attribution, brands can gain a clearer picture of their media performance. Matt also emphasizes the importance of brand positioning, explaining that businesses should define their products' target audience as well as those who wouldn't benefit from their products. In this episode of Chief Advertiser, Samir Balwani welcomes Matt Bahr, Co-founder and CEO of Fairing, about the evolving challenges of advertising measurement. Matt discusses the shift from traditional attribution models to a more holistic measurement approach, the role of product market fit in consumer purchasing decisions, and how to leverage survey data for strategic growth.