Understanding Exposure Metrics and Impact Metrics

In this podcast episode, Mike Menkes from Analytic Partners discusses the difference between exposure metrics and impact metrics in tracking effectiveness. Exposure metrics focus on measuring the number of individuals or households exposed to an ad, while impact metrics analyze the impact of these exposures on business performance. It is important to note that exposure metrics are generally better understood in the industry compared to impact metrics, which can be more complex and misleading. Organizations should focus on understanding the various metrics, how they are created, and their reliability to make informed decisions.