Which of the following is a branding KPI example?

• A. Branding: Reach, Frequency, and Ad Recall
• B. CTR, CVR, and CPA
• C. ROAS and CPA
• D. Impressions and Clicks

Answer: (A)

Branding KPIs focus on awareness and memory rather than immediate actions. Reach shows how many unique people saw the message, frequency indicates how often they were exposed, and ad recall measures whether people remember the ad. Together, they capture how well the brand is being seen and remembered, which is the essence of branding effectiveness.

The other options centre on actions or outcomes. Metrics like CTR, CVR, and CPA track what people do after seeing an ad (clicks, conversions, cost per action), which are direct-response measures. ROAS relates to revenue efficiency, tying ad spend to sales, and CPA is about cost per action. Impressions measure exposure but clicks reflect engagement and potential action, so they’re not purely branding.