It’s clear to most of us that the measurement game in digital marketing is changing fast.
Both Meta and Google have recently published major updates on how they view measurement going forward, and while they come from different angles, the message is the same:
The old way of measuring doesn’t cut it anymore, if it ever did.
Click-based attribution models, platform-isolated reporting, and last-touch ROI calculations are being replaced by more comprehensive, experimental, and business-outcome-driven methods.
But here’s the challenge: these new tools and frameworks still live inside their respective platforms. You still need to connect the dots yourself.
Let’s go through what Meta and Google are now recommending — and how we’ve built Dema (from the start) to meet this moment.
1. Moving beyond platform-specific attribution
What Meta and Google are saying:
Meta’s new “Suite of Truth” report (May 2025) encourages marketers to move beyond single-source attribution models. Google has introduced cross-channel enhancements to Google Analytics to give advertisers a clearer picture of the entire customer journey, across Google and non-Google channels.
“Marketers are moving beyond a single source of truth to a suite of trusted tools and methods.”
– Meta, Suite of Truth, May 2025
“Cross-channel measurement enhancements help you better measure the entire customer journey and marketing ROI.”
– Google, GML 2025
What this means:
For omnichannel D2C brands, relying on what Meta or Google alone tells you simply doesn’t work. If your store sales aren’t showing up, or if customer journeys stretch across digital and physical, you’re missing the full picture.
How Dema addresses this:
Dema was built for D2C omnichannel businesses. It connects performance across all platforms and all sales channels — online and in-store — and brings it into one unified measurement layer. We don’t just show you how a Meta campaign performs online — we show how it drives incremental profit and new customer acquisition across the entire business.
2. Emphasizing incrementality and true lift
What Meta and Google are saying:
Meta now calls incrementality “the gold standard of measurement,” and reports that 31% of incremental Meta conversions are misattributed to other channels when using standard attribution models. Google has lowered the spend threshold for incrementality tests to $5,000, and introduced Bayesian methods for faster, more accurate results.
“Incrementality is the North Star.”
– Meta, Suite of Truth
“We’re making incrementality testing more accessible so you can pinpoint what truly drives value.”
– Google, GML 2025
What this means:
If your marketing drives store visits, or impacts delayed purchases, but your measurement system can’t detect that, you’re likely making poor investment decisions. This is especially risky for D2C brands, where ads often generate value outside the platform on which they were run.
How Dema addresses this:
Dema allows for always-on incrementality testing, comparing real outcomes to forecasted baselines across both e-commerce and physical retail. Whether you’re launching a local store campaign or investing in top-of-funnel awareness, we show you the true incremental impact across all touchpoints and all sales channels.
3. Focusing on real business outcomes
What Meta and Google are saying:
Both platforms now say that measurement must reflect real outcomes: profit, ROI, and customer value — not just conversions or clicks. Google emphasizes pressure to connect ad spend to the bottom line, while Meta encourages KPIs like LTV and incremental conversions.
“Marketers are under pressure to connect every ad dollar to the bottom line.”
“Measure what matters.”
– Meta
What this means:
If you’re scaling stores, testing new formats, or pushing into retail partnerships, unit economics and contribution margin matter more than ever. Many D2C companies need to be default-alive — and topline ROAS won’t get you there.
How Dema addresses this:
We go beyond clicks and revenue. Dema ties every campaign, customer, and product to its true contribution margin — including returns, shipping costs, store sales, and more. That means you can see where you’re actually making money, and reallocate spend accordingly.
4. Combining MMM, Attribution, and Experiments
What Meta and Google are saying:
Meta is pushing a “hybrid approach” of attribution, modeling, and experiments. Google has launched Meridian, an open-source MMM platform to provide better cross-channel insight across online, offline, and TV.
“Good measurement requires the best of each approach in a hybrid fashion.”
– Meta
“Meridian delivers clearer performance insights across online, offline, and TV.”
– Google, GML 2025
What this means:
For omnichannel brands, no single model will give you the full picture. Store visits and online conversions need to be measured together, with different methods validating and informing each other.
How Dema addresses this:
We believe Dema is the first platform to do this — truly and practically.
We triangulate attribution, incrementality, and MMM. We don’t run them in silos, we blend them. Our MMM is informed by real experiments. Our attribution is calibrated to actual business outcomes. And everything is connected to your P&L — not just your ad account.
We call it Unified Measurement, and it’s built for how D2C works in the real world.
Final thoughts: Your stores and your ads deserve one truth
The latest updates from Meta and Google reveal where the industry is heading: measurement must be cross-channel, experimental, and grounded in real outcomes.
But here’s the truth for D2C: neither platform will ever give you the whole picture, and especially so if you sell through both stores and e-com.
Dema was built for this. We sit above the platforms and connect their data to what matters: contribution margin, new customers, and total omnichannel performance.
If you're trying to grow a D2C brand profitably, you don’t need to guess anymore. You need a system that shows you the truth.