What must key performance indicators (KPIs) be to effectively guide advertising strategies?

Key performance indicators (KPIs) need to be durable, reliable, and balanced in order to effectively guide advertising strategies. Durability ensures that the KPIs remain relevant and applicable over time, allowing marketers to track long-term performance and trends. Reliability is essential because it means that the data driving these indicators is consistent and accurate, leading to informed decision-making based on solid evidence. A balanced approach means considering a variety of metrics that reflect different aspects of advertising performance, such as engagement, conversion rates, and return on investment. This holistic view helps advertisers understand the overall effectiveness of their campaigns, rather than relying on a narrow set of indicators that might not provide a complete picture. By meeting these criteria, KPIs can provide actionable insights that truly influence an advertising strategy in an effective and meaningful way.