| Name | Definition |
| Ad recall | Will tell you if being exposed to your campaign impressions caused your targeted audience to remember seeing your ads more. |
| Brand awareness | Will tell you if being exposed to your campaign impressions caused your targeted audience to remember your brand or product more. |
| Favorability | Will tell you if being exposed to your campaign impressions caused your targeted audience to be more favourable to your brand or product. |
| Consideration | Will tell you if being exposed to your campaign impressions caused your targeted audience to consider choosing your brand or product more. |
| Purchase intent | Will tell you if being exposed to your campaign impressions caused your targeted audience to be more likely to purchase your brand or product. |