By Rishi Saxena, Head of Measurement MENA, Facebook
Across the world, communities are experiencing the impact of COVID-19. As a key part of communities, businesses are faced with a challenging climate, and an even greater need to make careful, impactful business decisions. A key issue marketers and strategists are facing when making these decisions and adjustments is an unprecedented change in consumer behavior.
However, these shifts in consumer habits may not extend past the current environment and reality, and so it’s important for brands and businesses to evaluate the measurement strategies of their ads to ensure that they are gaining a true understanding of the impact of today’s c
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