Which of the following metrics are considered lower funnel KPIs? (Select all that apply). Select All Correct Responses

Lower-funnel KPIs measure actions taken by users closer to a conversion, indicating strong purchase intent. Sales and app installs are direct conversions, representing the ultimate goal of many advertising campaigns. Return on Ad Spend (ROAS) directly measures the revenue generated for every dollar spent on advertising, making it a critical lower-funnel metric for evaluating campaign profitability. Video views, while valuable for brand awareness and engagement, are typically considered an upper-funnel metric as they don't directly signify a conversion or purchase intent.