Tie every channel metric to a clear business objective so teams make consistent decisions. Use a simple hierarchy of outcome KPIs, leading indicators, and diagnostics that works across media.
What should sit at the top of a cohesive KPI framework?
A vanity metric like raw impressions
A creative rotation percentage
A business outcome such as revenue, profit, or verified lift
Only channel‑specific CTRs
How should channel metrics relate to the primary objective?
They should replace the outcome when reported weekly
They should be tracked separately without linkage
They should only be compared within the same platform
They should ladder to the outcome as leading indicators or diagnostics
Which is the best practice for brand‑building KPIs?
Prioritize deduplicated reach and validated lift, not clicks alone
Optimize solely to CPM
Track only average view duration
Use last‑click conversions as the only metric
What helps make KPIs comparable across media?
Using each platform’s default names for metrics
Consistent definitions and identity to deduplicate people where relevant
Comparing post‑view to post‑click numbers directly
Switching objectives every week
How should incremental testing fit into the framework?
Test only when campaigns under‑deliver impressions
Avoid testing so results look stable
Use lift tests or MMM to validate that proxy KPIs actually drive outcomes
Replace all KPIs with creative scores
What is a practical way to avoid metric overload?
Track every available metric equally
Let each team choose unrelated KPIs
Rotate new KPIs weekly for novelty
Select a few leading indicators per objective and assign clear owners
Which reporting view best supports cross‑channel alignment?
A single scorecard that shows outcome, leading indicators, and diagnostics for each objective
A separate dashboard for every platform with no roll‑up
Only creative‑level reports
An impression‑only log by placement
When a performance channel looks efficient but total sales do not change, what should the framework prompt you to check first?
Daypart names in the platform
Incrementality and duplication effects versus other media
Creative color palette
Average ad length label
Which budgeting decision should a cohesive KPI framework enable?
Prioritizing the newest platform every quarter
Keeping budgets constant regardless of results
Shifting spend toward channels with proven incremental contribution
Choosing the highest CTR channel automatically
How should KPIs evolve over time?
Freeze KPIs permanently even if they break
Remove outcome KPIs to simplify the scorecard
Change KPIs wholesale each month
Maintain continuity but refine definitions as identity, privacy, and measurement improve
Starter
Sharpen the basics of this topic and revisit the core definitions.
Solid
Good grasp—keep practicing application across channels and cases.
Expert!
Outstanding—your decisions reflect integrated, outcome‑driven mastery.
