The Campaign Metrics Hierarchy

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Here is a straightforward visual for showing how not all things we measure during a campaign are created equal. The primary goal of advertising is to change perception or behavior towards a commercial end. Therefore, commercial goals are the most critical. When it comes to achieving commercial goals, there is substantial empirical evidence that building a brand is a more effective way of growing a business in the long term. So, brand perception and equity metrics come second in the hierarchy. Finally, there are campaign metrics, which are great for showing campaign-specific impact in the short term, allowing for pivots, optimizations, and sequencing of campaigns into the future.