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

Lower-funnel KPIs indicate strong intent and are close to conversion. App installs are a direct action, signifying a user has committed to downloading and potentially using the app. Return on Ad Spend (ROAS) directly measures the revenue generated for every dollar spent on advertising, making it a clear indicator of conversion efficiency and profitability. While video views can be an upper-funnel metric for brand awareness, they can also be a lower-funnel indicator if the video is designed for direct response, such as a product demo leading to a purchase. Sales is the ultimate lower-funnel KPI, but it was not provided as a selectable option.