If you've been struggling to analyze your campaigns in a broader context, share of voice is the measurement you've been missing.

Share of voice (SOV) has been around for a while. It was historically used to determine advertising budgets and can be applied in the same way today to determine digital marketing budgets.

The share of voice metric combines both paid and organic marketing efforts and opens the door for effective competitive analysis as well. It's the ultimate data point for company stakeholders of all levels.