A greater number of communication channels means a greater number of metrics where the performance of digital marketing campaigns is monitored separately. From such metrics, it is difficult to have an overview and discern the overall ROI of the campaign. At the same time, marketing departments lack the resources to prepare  an appropriate complex measurement plan.

The inconsistency of digital marketing campaign performance metrics allows for biased interpretation and calculation of campaign results and benchmarks adjustments. The current workflow of agencies and subscribers is to set digital campaign goals before the campaign and to audit the achievement of the campaign goals, but they have no real-time insight into the campaigns (anytime, anywhere), as in some places everything is done manually at the request of the client.