One row per objective, with the metric, source, target, and the test that validates it. Agreed before launch, referenced in every report.
Download as CSV (opens in Excel, Google Sheets, or Numbers). Text is CC BY 4.0; use it however you like.
| Objective | Primary KPI | Source | Target | Diagnostic metrics | Validation test | Cadence |
|---|---|---|---|---|---|---|
| Acquire new customers | Incremental CPA | Geo lift test + platform CPA | $60 incremental | CPC, conversion rate, new-to-brand share | Quarterly geo holdout, 20% of markets | Weekly platform; quarterly lift |
| Grow awareness | Aided awareness lift | Brand lift study | +5 points | Reach, frequency, VCR | Platform brand lift on YouTube and CTV | Per flight |
| Protect brand demand | Brand search impression share | Google Ads | 95%+ | Brand CPC, competitor share | Paused-brand geo test annually | Weekly |
| Efficiency across the program | MER | Finance revenue / total marketing spend | 4.0 | ROAS by channel, blended CAC | Compare to MMM quarterly | Monthly |
Related: practice terms in the glossary.