What metrics might support the request for a budget change?

• A. Impressions for both channels and overall CTR
• B. Total impressions across all channels
• C. Brand sentiment and churn rate
• D. ROAS for both channels, conversions attributed to each channel, and conversion rates

Answer: (D)

To justify changing a budget, you want metrics that reveal the financial impact of the spend across channels. The strongest indicators are profitability and channel-specific effectiveness. ROAS shows how much revenue is generated per dollar spent, directly assessing efficiency. Conversions attributed to each channel reveal which channels are actually driving outcomes, while conversion rates show how well each channel turns interest into completed purchases. Together, these metrics provide a clear view of where money is delivering results and where it isn’t, informing whether to increase, decrease, or reallocate the budget.

Impressions and overall CTR focus on reach and engagement rather than value, so they don’t tell you whether spend is profitable. Brand sentiment and churn rate relate to long-term brand health and customer retention, but they don’t provide immediate, attributable evidence about paid media spend in a way that supports a budget request.