Choosing the right KPIs

David Ward

Vanity metrics only go so far; to find true success US brands need key performance indicators that measure advertising's effect on bottom-line results.

Vanity metrics only go so far; to find true success brands need key performance indicators that measure advertising's effect on bottom-line results.

Is the "like" on social still enough? How about the share or impression? Those are the questions many brands are asking after years of being inundated with vanity metrics on the reach and impact of ad campaigns.

Now marketers are increasingly taking a page from corporate thought leaders and shifting their focus to stronger key performance indicators (KPIs) – metrics that can effectively gauge whether ad campaigns are achieving real business objectives.

"The reason that companies have been...

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