The subject of this paper is measuring marketing effectiveness in digital marketing, and the aim of this paper is to explore the importance and impact of conducting and measuring digital marketing for the success of an organization's business. The hypothesis of this paper is that organizations, if they apply digital marketing correctly and regularly measure marketing effectiveness in digital marketing, achieve better results and gain greater competitive advantage in the market. The scientific methods used in writing the paper are: analysis method, synthesis method and descriptive method. The analysis method was used to analyze data, information and concepts related to digital marketing and measure its effectiveness. The synthesis method was used to relate the most important facts and concepts in digital marketing and measure its effectiveness. The descriptive method was used to describe the importance of using digital marketing in organizations' businesses, how digital marketing works, and the methods used to measure marketing effectiveness in digital marketing. Marketing has been conducted through traditional media in the past, and nowadays organizations are increasingly investing in marketing and marketing activities through modern media, ie via the Internet with a focus on social networks and mobile devices. One of the new forms of marketing resulting from the development of new communications media is digital marketing. New digital marketing platforms are occurring almost daily, and digital marketing is slowly becoming one of the key factors in the further development of modern business. Digital marketing is characterized by fast response, communication and interaction from 0 to 24, creation of personalized content and creativity in conducting all marketing activities, which involves the use of different communication platforms and programs to present marketing content to consumers in the most interesting way. Organizations need to be aware of the importance of choosing the right channel to conduct digital marketing marketing activities and tracking the results achieved through digital marketing. By applying methods to measure marketing effectiveness in digital marketing, organizations gain insight into whether the set goals have been achieved, consumers' perceptions of products/services and brand, and information on which marketing communication channels and marketing communication activities are delivering the best results.