What is the purpose of Brand Metrics in advertising?

The purpose of Brand Metrics in advertising primarily revolves around measuring upper-funnel marketing goals, which are focused on building awareness, perception, and engagement with a brand. Upper-funnel metrics help advertisers understand how effectively their campaigns are increasing brand visibility and shaping consumer attitudes. These metrics often include brand awareness, brand recall, and consumer sentiment, which contribute to establishing a strong brand presence in the market.

By measuring upper-funnel metrics, brands can evaluate the effectiveness of their advertising strategies in reaching and resonating with their target audiences before they enter the consideration or decision-making stages. This understanding is crucial as it helps advertisers refine their messaging and creative strategies to nurture potential customers effectively as they move through the buying journey.