Which of the following metrics are considered upper funnel KPIs? (Select all that apply)
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Correct answer: Video views, Ad recall.
Why this is the answer
Upper-funnel KPIs measure awareness and interest, indicating early-stage engagement. Video views directly reflect content consumption and brand exposure, making them a strong indicator of awareness. Ad recall surveys measure how memorable an ad is, which is a key aspect of brand awareness. Sales and leads are lower-funnel KPIs, as they measure conversion and direct response, occurring much later in the customer journey after awareness and consideration have been established.
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