What are the most useful measurement tools you use in your work?

Platform data. And the algorithm, which very quickly tells me whether I’ve understood it.

Salesforce is our single source of truth and Peec AI is great.

Product marketing is notoriously hard to measure, and if you’re sweating over how to measure it you’re probably asking the wrong question. Revolut do it well by focusing on GTM excellence. I’d look at whether sales knows about a release before the website does, whether campaigns are built around your actual customer rather than an imagined one, and whether any random person in the company can tell you who you’re for and what makes you different. Product marketing is oil in the engine rather than a channel owner, although tying ourselves to revenue is going to be the big topic for 2027.

Incrementality testing and brand tracking.

Our Mobile Measurement Partner Singular.

I like poring over search data - so Google Trends data - to look at search behaviour as well as social search too. It tells you so much about how people are influenced by brand and marketing.

Shares and watch time. For Instagram these are the main metrics for a video going viral. Everything else is secondary.

Honestly - AI (ChatGPT, Gemini etc). There are many tools (Dreamdata, Demandbase etc), but there doesn’t seem to be one tool that really brings everything together and presents it in the right way, it’s always part of the story.

Dreamdata, GA4, and RB2B are essential starting points. Great for understanding where pipeline is coming from and what’s actually converting. But the most powerful measurement work I’ve done recently has been through custom agents built with Claude. I’ve built one on V7 that pulls data from multiple sources like your CRM, paid channels, product data, and flags attribution gaps at the individual campaign level. It identifies blind spots faster than any off-the-shelf tool I’ve used, especially when the datasets get complex. In 2026 the best measurement tool is one you build yourself.

I’m a big fan of Muck Rack. It’s a great PR reporting tool for benchmarking against competitors and understanding share of voice.

Might depend on the business’ stage we’re in. Right now, I care about how the content resonates with my audience: engagement, time spent, visits, volume flow. When working with niche markets / audiences, it can get a bit tricky.

Impact-driven OKR metrics tailored to each client’s goals. PR is notoriously hard to measure but, for example, one well-placed feature drove six-figure retail investments for a client. Proof enough.

The key is to not get too obsessed with any one source of truth and using a multitude to get a more rounded perspective - from MMM, to regular experimentation, and platform studies. Qualitative insights from customers can be just as useful as the numbers.

Controversial to some, but I still love HubSpot. There is no other marketing tool that allows you to track the pages people visit with such clarity, and still connect it to sales metrics like opportunities and revenue created. The other tool I love is WhatConverts - if you don’t have HubSpot, this is a fantastic tool to understand how people are interacting with your website.

Not really a tool - the trusty geo / incrementality test still takes the measurement crown.

Ten years ago, I used to measure a piece of coverage in print using a piece of acetate with 1cm square boxes on it. I’d then use that figure, and the cost of an advert to calculate the cost of said piece of coverage in said publication. I’d say anything but that.

I’m all about brand. Brand tracking and particularly emotional engagement metrics win out for me.

I use too many and am focusing on simplification!

We’ve just implemented Triple Whale to improve attribution. It’s never perfect, but seeing the full journey and touch points has been a big step forward.

There’s so much we could measure in marketing that it’s hard to find one tool that does it all. Instead, I focus on three essentials for building a successful brand:
1. Awareness and reputation - how well-known and respected you are
2. Connection and relevance - how meaningfully you engage with your customers
3. Consistency - how reliably you show up across channels
A bespoke dashboard pulls key metrics so I can see if we’re moving the right levers.

Internal reporting on client sign-ups and engagement coupled with external industry data to work out whether our investor behaviour is driven by Trump’s antics or our marketing efforts.

Tracking investment and marketing performance, from basic correlation analysis to media mix modelling. Also anything that measures a customer’s perspective, perception, satisfaction and of course journey through our products / service experience - in particular a great product analytics tool - currently we use Adobe Analytics, but also a fan of tools like Amplitude.

Collecting anecdotal evidence from the right people. Qualitative human insight is very powerful in terms of gauging brand perception and credibility.

Amplitude for all things data, data, data and Hootsuite / Later for social measuring and reporting.

dojo., of course.

It really depends on what we’re measuring and why. But my favourites right now are AI-powered prediction tools like Emotiva and Attention Insight. They take the guesswork out of creative testing.

My Finance Director :).

HubSpot for pipeline, GA4 for behaviour, and LinkedIn Analytics for the pulse of what’s landing.

The OG Google Analytics. Other tools: Twilio Segment, Mixpanel, Amplitude, AppsFlyer / Adjust.

Daily customer support data via malted.ai and the CS team.

With AI search growing in terms of referral traffic, I’m in the process of evaluating Profound to help analyse our website and content performance in real-time.

A mix of CRM data (Salesforce), Looker dashboards, and a good old Google Sheet to test assumptions and spot outliers.

I used to love the Power BI dashboards at Wealthify.

We work with dojo., a team of marketing AI agents, in a ring-fenced environment pulling real-time data insights from Google Analytics, LinkedIn Ads, and more. Game-changer.

Metabase is the core data brain for Up and it’s far more superior and flexible than any other BI or analytics tool I’ve used prior. Kudos to the makers of it over in San Fran! I spend at least 1/3 of my day in there nerding out.

We’re currently in the middle of redesigning our website and content so GA4, Semrush, and Meltwater for social listening / brand perceptions.

Google Analytics.

All the obvious ones - Google Analytics, Meta Business Suite, TikTok Ads Manager.

Geo lift studies. Lucky for us we can do this in lots of different countries around the world at once.

Looker, attribution tools like HubSpot’s (albeit not perfect), and good old Google Sheets.

I was always a bit of an Ahrefs fan, but I recently switched to Semrush and have been impressed by how much they’ve added over recent years. Most of my time, however, is spent in Metabase looking at our own data.

GA4, Tracksuit, Profound and, if our CTO is reading, I still miss Looker.

LinkedIn’s a must-have. And right now I’m loving Favikon - it cuts through the noise and helps measure real influence.

Attest for our brand tracking and Looker for everything else we need data wise. We’ve recently started using Adclear too, not for measurement but it’s been a game changer for assisting with consistent TOV and financial promotion reviewing.

mROI, cross-media, and payment volume lift studies.

At Insignis we use Amplitude and Looker.

Heap | by Contentsquare, Mixpanel, AppsFlyer, and my gut.

At the moment, mainly Mixpanel for product metrics, Motion (Creative Analytics) for ad creative analytics, and Google Sheets for everything in between.

Business performance KPIs.

We’re working on a new AI-powered analytics dashboard that will support putting data and visualisation tools in the hands of marketers which is exciting.

PostHog and a sixth sense for when the CFO’s about to ask for CAC.

HubSpot - simple, powerful, and connected to outcomes.

I’ve used so many platforms over the years. Ultimately it’s all about what works for you and your team. As long as the data is accurate and the insights are actionable then you’re good to go. From an attribution perspective, AppsFlyer comes out on top.

Mixpanel and RevenueCat help us make data-driven decisions. As a freemium app they help us understand how people are converting through our funnel and what features they’re using.

Superset, Google Sheets, Adjust, Google Analytics, Agorapulse.

Looker is brilliant for building real-time dashboards with insights into customer behaviour and product usage. I also use Savanta and Bain & Company to track brand performance and NPS.

We use Amazon QuickSight and PostHog.

God, I miss Amplitude. We’re still in startup mode, so for now, it’s mostly GA4 and Funnel. But watch this space.

BrandVue: a brand measurement tool from Savanta I’ve been using for years to measure brand metrics and make choices.

For PR, ignore AVE, reach, circulation, and all that crap. Quality coverage in target publications is what matters, while tracking web traffic, SEO uplifts, and any conversion spikes as metrics. Collectively, we obsess over customer satisfaction scores as a company. It’s not just for the product team, it boils right down into us lot in marketing. If someone is finding something hard, it’s often because we aren’t communicating it right.

The simple ones: traffic, conversions, and, increasingly, my own gut (seasoned by a decade of KPIs, pivots, and ‘just one more dashboard’ - all praise to the BI teams out there!).

People first and performance will follow. Regular dialogue is key - create the foundations for success and ensure they feel seen, heard, understood, and valued.

I’m currently using Looker (although it’s a bit clunky) for our daily funnel reporting, and dojo. to get relevant insights from our database.

Salesforce: to track where leads have come from and be able to put a tangible, numerical figure next to the activity the team’s done, and demonstrate our value to the bottom line. Also: Meltwater, HubSpot and Google Analytics.

The social platforms themselves can be pretty decent at giving you the raw data on post performance, often better than expensive tooling situations that do their own black box estimates. And nothing beats a good old spreadsheet.

Google Analytics natch, HubSpot, and Amplitude.

I built our own in-house Brand Score which is fun and helps non-marketers track how we’re growing.