Which metric set is most relevant for evaluating whether to reallocate marketing spend?

• A. Total impressions
• B. Clicks and click-through rate only
• C. Brand sentiment metrics
• D. ROAS for both channels, conversions attributed to each channel, and conversion rates

Answer: (D)

When deciding whether to reallocate marketing spend, you need a set of metrics that ties investment directly to outcomes and revenue across channels. The strongest combination includes ROAS (return on ad spend) for each channel, conversions attributed to each channel, and conversion rates. ROAS tells you how much revenue each dollar of spend brings in, so you can compare profitability between channels. Conversions attributed to each channel show the actual impact of a channel on completed actions, which is essential for understanding cross-channel effects under your attribution approach. Conversion rates reveal how efficiently a channel turns its traffic into customers, indicating the quality of the traffic and the effectiveness of your funnel. Together, these metrics provide a clear, revenue-focused basis for reallocating spend to maximize overall performance. Impressions measure exposure, not profitability; clicks and CTR show engagement without revenue, and brand sentiment reflects perception rather than concrete performance for spend decisions.