Why does marketing sometimes feel difficult to measure?

Marketing measurement can be challenging because customer journeys are rarely simple.

A potential customer may encounter a business through several different touchpoints before making a purchase. They might read an article, visit the website multiple times, see a social media post and then speak to a colleague before finally contacting the company.

Because of this, it can be difficult to attribute a sale to a single marketing activity. Instead, it is usually more helpful to view marketing performance as the combined effect of multiple interactions that gradually build trust and awareness.