Reach & Awareness

Estimated total impressions / GRPs

Insert target e.g., 25M impressions

Based on planned media buy and channel mix

Brand Lift

% increase in brand awareness / recall

Insert target e.g., +20% lift

Measured via brand study or post-campaign survey

Website Traffic

Increase in direct or branded search traffic post-airing

Insert target e.g., +30% session uplift

Use Google Analytics or similar attribution tools

Call-to-Action Response

Number of inbound leads, signups, or call volume

Insert target e.g., 2,000 leads

Tied to offer or CTA in the ad

Media ROI

Cost per thousand impressions (CPM)

Insert target e.g., <$18 CPM

Indicates buying efficiency

Creative Performance

Ad recall or likeability score

Insert target e.g., top quartile score

From Nielsen, Kantar, or custom testing

Sales Impact

Increase in conversions or revenue during campaign window

Insert target e.g., +15% uplift

Varies by product type (e.g., DTC, B2C, retail)

Cross-Channel Lift

Improvement in social/search/retargeting campaign results

Insert target e.g., +25% lift in ROAS

Synergy with paid digital

Creative Adaptability

Number of cutdowns, localizations, or format versions

Insert target e.g., 6+ versions

Allows for re-use across regions and platforms

Stakeholder Alignment

Campaign satisfaction rating from internal/external teams

Insert target e.g., 90%+ satisfaction

Based on post-campaign retrospective or survey