Measurement by cost-effectiveness uses which metrics?

Measurement by cost-effectiveness uses which metrics?

• A. Impressions, clicks, and audience reach were used to measure cost-effectiveness.
• B. CPM, ROI, and Effects (sales, donations, letters written, texts sent)
• C. Online sentiment, share of voice, and tone.
• D. Ad value equivalency and engagement rate.

Answer: (B)

Measuring cost-effectiveness asks how efficiently resources turn into meaningful results. The metrics that fit this view directly tie spending to outcomes. Cost per thousand impressions (CPM) shows how much you spend to reach a given audience, highlighting the efficiency of exposure. Return on investment (ROI) compares the financial gains to the costs, giving a clear budget-to-value ratio. Effects—such as sales, donations, letters written, and texts sent—capture the actual actions the campaign drives, linking cost to real outcomes. The other options focus on exposure, sentiment, or vanity metrics that don’t connect cost to tangible results. Impressions, clicks, and reach measure visibility, not efficiency; online sentiment and share of voice describe perceptions rather than outcomes or costs; ad value equivalency and engagement rate mix outdated or indirect measures with cost, without showing how much value was gained per dollar spent. So, CPM, ROI, and measurable effects provide the clearest picture of cost-effectiveness.

Measuring cost-effectiveness asks how efficiently resources turn into meaningful results. The metrics that fit this view directly tie spending to outcomes.

Cost per thousand impressions (CPM) shows how much you spend to reach a given audience, highlighting the efficiency of exposure. Return on investment (ROI) compares the financial gains to the costs, giving a clear budget-to-value ratio. Effects—such as sales, donations, letters written, and texts sent—capture the actual actions the campaign drives, linking cost to real outcomes.

The other options focus on exposure, sentiment, or vanity metrics that don’t connect cost to tangible results. Impressions, clicks, and reach measure visibility, not efficiency; online sentiment and share of voice describe perceptions rather than outcomes or costs; ad value equivalency and engagement rate mix outdated or indirect measures with cost, without showing how much value was gained per dollar spent.

So, CPM, ROI, and measurable effects provide the clearest picture of cost-effectiveness.