796: From Complex to Easy-to-Understand Metrics: Data Gathering, Sales Funnel, and Measurement with Chris Mercer

Chris Mercer is a sought-after measurement marketing expert. He and his team at Measurement Marketing have been helping marketers, marketing teams, and agencies understand, trust, and grow their numbers using tools like Google Tag Manager and Google Analytics. Today, Chris discusses the importance of measurement in marketing, especially with the changes happening in the industry due to updates from iOS, Safari, and Google Chrome. He emphasizes the need for marketers to integrate measurement into their planning process from the start, rather than treating it as an afterthought.

In this episode of Marketer of the Day, Chris explains how proper measurement can transform marketing campaigns and customer journeys, citing examples from his own Measurement Marketing Academy. He walks through how small adjustments—like fixing a missing price on a sales page or changing an offer after analyzing webinar performance—can dramatically improve results. His work focuses on using tools such as Google Tag Manager, Google Analytics, and Data Studio to visualize and optimize campaigns, but he stresses that tools are secondary to strategy. Chris also offers free resources through his Toolbox membership, providing practical guidance on tracking, goal setting, and analytics for marketers who want to implement measurement-driven growth effectively.

Quotes

“You’ve got to know not just what your results are, but how you’re getting those results. That’s where the secret sauce is.”

“Measurement isn’t about the tool—it’s about the strategy. Knowing how to think about measurement is what saves you.”

“Stop asking ‘what happened?’ Instead, ask: ‘Did this work like it was supposed to?’ Then you know exactly what to fix.”

“When you measure correctly, the market tells you the answer—you don’t have to guess, you just listen and adjust.”

Resources

Podcast: Play in new window | Download (Duration: 24:50 — 22.9MB) | Embed

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Filed in: Archive 4: 2020-2023 • Interview • Podcast

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