“Measuring the True Impact of Digital Strategy: The Power of Meta & Search” - Paweł Panawa from Meta

In this talk at the Balkan eCommerce Summit 2025, Paweł Panawa from Meta discusses the importance of measuring the impact of digital marketing efforts and optimizing the synergy between Meta and search channels for enhanced outcomes. The speaker explores how significant digital trends, including the growth of social media, video content, and artificial intelligence, are transforming product discovery for consumers. He also examines how Meta campaigns can drive both organic and paid search growth for global brands such as Vodafone, Toyota, and Oakley, and introduces tools like Conversion Lift studies and the Meta Conversions API to effectively gauge advertising return on investment. Paweł provides actionable insights and real-world data to help companies develop more effective and measurable digital strategies.