The service measures the performance of individual media channels, platforms (such as Facebook) and placements (such as YouTube or programmatic) using one set of metrics across channels and campaigns. It can also track the impact of a campaign on difference audience groups.

Vincent Blaney, global media consultant at MetrixLab, said the research tool can help brands "understand what is working and what isn’t" and offer the level of detail "to make confident adjustments to their campaign investments".