Measuring Success: The 2018 Germany Outcome Media Report

90% of German marketing decision makers rely on tailor-made KPI’s

Xaxis research finds that German marketers no longer rely on outdated performance metrics such as cost-per-click (CPC) or click-through-rate (CTR).

We surveyed German marketers responsible for digital media spend and unearthed some real insight into how our industry thinks about digital media success measurements and its priorities over the next 12-24 months.

“It is reassuring to see the vast majority of German marketers are already using one or more custom KPIs to ensure media outcomes are aligned with business goals, and that there is a hunger to move measurement forward as we head into 2019. With brands ever more discerning about ad spend allocation, custom KPIs allow marketers to tangibly demonstrate how their activities contribute to brand building and revenue generation, so these results send a clear message to the industry to work to overcome the barriers and continue its push towards outcome-driven media.”

Joern Strehlau, Head of Xaxis Germany

*The global survey was conducted via an online survey in September 2018 among 4,798 digital brand marketers across global markets: US, UK, Germany, Italy, Spain, Denmark, Sweden, Norway, Poland, Argentina, Canada, Mexico, Australia, China, India, and Singapore.