Effectiveness
| Category | Metric | Notes |
|---|---|---|
| Media Efficiency | Cost-per-Thousand Impressions (CPM) | |
| Earned Media Value | ||
| Cost-per-Click | ||
| Creative Performance | Attentive (active or passive) Seconds per Thousand Impressio | |
| Ad Recall | ||
| Emotional Response | ||
| Brand Linkage | Where distinctiveness starts to matter | |
| Time-Spent | ||
| View-Through Rate | ||
| Engagement Rate | ||
| Click-Through Rate | ||
| Short-Term Commercial Return (< 3 months) |
Conversion Rate | Generally the result of Activation |
| Sales Volume | ||
| Trial | ||
| Penetration (lift) or Share | ||
| Purchase Frequency (lift) | ||
| Purchase Weight (lift) | ||
| Loyalty | ||
| Return on Investment (< 3 months) | ||
| Brand Impact | Awareness (lift) | Codified in the "Hierarchy of Effects" |
| Associations | Kantar defines brand "salience" as mental availability within specific buying contexts | |
| Knowledge (lift) | Where differentiation via brand positioning starts to matter |
|
| Consideration (lift) | ||
| Liking (lift) | ||
| Preference (lift) | ||
| Purchase Intent (lift) | ||
| Long-Term Commercial Growth (6-18 months) |
Sustained changes in commercial return | |
| Increased Price Elasticity |
Media efficiency and creative performance are collectively referred to as "Campaign Metrics" by The Effectiveness Code, with "Brand Impact" referred to as "Brand and Behavioral Metrics" and "Business Impact" as "Commercial Impact"