Analytics. Why Marketers Can't Prove Channel ROI: The Omnichannel Measurement Gap

A comprehensive report from AppsFlyer and eMarketer, based on interviews with 157 senior marketing leaders, uncovers a critical challenge facing enterprise marketers: the inability to measure and prove channel performance. The research reveals that 58.6% of organizations are likely underinvesting in channels that actually drive profitability, not because those channels underperform, but because marketers lack the measurement infrastructure to demonstrate their value. The study also identifies where AI implementations are stalling and explains why mobile measurement has become the industry standard that other channels are now trying to replicate.

For mobile app studios, this finding has direct implications for budget allocation and partnership strategy. If your studio is struggling to justify investment in specific user acquisition channels or retention initiatives, you're not alone, and the problem likely isn't channel performance but measurement capability. The report suggests that implementing robust mobile measurement frameworks becomes a competitive advantage, allowing studios to identify which channels and campaigns truly drive sustainable growth. By adopting the measurement standards that have proven effective in mobile, studios can unlock hidden value in their marketing mix and make data-driven decisions that competitors relying on fragmented reporting cannot match.