With the evolution of digital marketing and advertising many companies have had to rethink their strategic positioning in order to remain competitive through efficient and cost effective digital marketing. The internet has opened a new page in the development of the global advertising industry. After all, the new globalized economic environment also needs a global advertising platform. The internet has become just that - an interactive, engaging, highly targeted multi-media platform that relies on advertising to promote free content for everyone. Conventional advertising practices relied on the assumption that a certain amount of people will watch a given advert based on the popularity of the channel or station. In print media, advertisers had to rely on sales of the newspaper, magazine etc. The questions still remains - how can we precisely measure the customer engagement and response rate? How can we link marketing expenditure to increases in sales, brand awareness and market share definitely and precisely. The answer is simple - online we can! In order to improve cross-channel measurement, marketers need to adopt certain best-practices. The first step is to create a customer database. Using a marketing / customer oriented database allows marketers to define the relationship individual customers have with the company. Every click, every path taken, every file open, any link followed is recorded in a database. Marketers can then use that data to target the precise kind of customers at the precise time. Bigger companies create Customer relationship management databases to facilitate managerial decision-making when customers are involved. Measuring customer engagement online is the most important factor in the dynamic environment that is digital advertising.