A measure of the effectiveness of an ad or advertising campaign in the marketplace. Examples include sales lift, increased impressions, click-through-rate, actions taken, conversions, or increased brand penetration or awareness attributed to the ad. Other types of advertising performance metrics include shifts in desired brand imagery and positive predisposition toward the brand. In media and market research, ad performance is often evaluated using metrics such as “intent to purchase” and brand consideration. See “Purchase Intent”.
