Mobile Measurement Playbook Opens a Way Forward for Omnichannel Marketers

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Enterprise marketers are leaving value on the table. Not because channels underperform, but because they can’t prove they work.

This joint report from AppsFlyer and EMARKETER, based on a survey of 157 senior brand and agency leaders, reveals what’s holding back investment, where AI is stalling, and why mobile measurement has become the standard the rest of the industry is now racing to adopt.

Key findings:

  • 58.6% of marketers say their organisation is likely underinvesting in profitable channels because they can’t measure them well enough to justify the spend
  • 93% of brand and agency leaders recognise the need for mobile-grade measurement or are already implementing it across channels beyond mobile
  • 79.6% of organisations are under significant or extreme pressure to prove ROI across all channels
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