Streaming ads for local businesses: what to measure

Balance reach and completion metrics with directional response and incrementality tests.

Plan for reach, not clicks alone

This step keeps the work tied to observable business needs. Document the baseline, the decision owner, the evidence used, and the next review date. Avoid guarantees and distinguish measured outcomes from estimates or platform-reported attribution.

Create a memorable response path

This step keeps the work tied to observable business needs. Document the baseline, the decision owner, the evidence used, and the next review date. Avoid guarantees and distinguish measured outcomes from estimates or platform-reported attribution.

Use lift tests when feasible

This step keeps the work tied to observable business needs. Document the baseline, the decision owner, the evidence used, and the next review date. Avoid guarantees and distinguish measured outcomes from estimates or platform-reported attribution.