The “most used” KPIs (key performance indicators) for digital and social media investments are generally not the “most important” ones, according to a survey of U.S. marketers by the Association of National Advertisers (ANA).
Thirty-nine KPIs across six categories (Audience Measurement, Efficiency, Exposure Counting, Measurement Quality, Outcome, Other) were identified in a survey of 93 marketing professionals conducted in January and February.
