The KBR Measurement Ladder
We organise signals into three tiers so teams know what to optimise, and why:
Engagement
Attention, viewability, VTR, CTR — are people actually experiencing the message?
Efficiency
CPA, CPL, cost per completed view — are we buying that experience efficiently?
Outcomes
Conversions, qualified leads, revenue proxies — did it move the business?
Context
All metrics are interpreted through A.R.T.: Attention · Relevance · Trust.
We verify the exposure, visualise the truth, and turn it into action.
What We Instrument
Verification & governance
- Independent verification for suitability, viewability, IVT and geo
- Pre-bid controls with post-bid auditing
- Change logs and naming conventions for traceability
See: Verification & Attention.
Data & modelling
- Improvado → BigQuery → Looker Studio pipeline
- Standardised metrics and dimensions
- Creative, audience and context breakouts
See: Reporting dashboards.
Role-Based Views
Executive
- Outcome trend & forecast vs actual
- Investment and efficiency by brand
- Opportunities & risk callouts
Brand & Strategy
- A.R.T. scores by channel/format/creative
- Audience & context performance
- Learning cards and recommended reallocations
Trader
- Pacing & delivery diagnostics
- Verification breaches & attention outliers
- Line-level edits log & budget movements
From Metrics to Action
- Attention insights trigger creative tweaks and placement shifts
- Audience results inform targeting tiers and exclusions
- Efficiency trends guide bid strategies and budget pacing
Experiments are run via our T.L.O. approach and summarised as learning cards in dashboards.
FAQ
Do you share benchmarks publicly?
We publish principles and example views here. Client-specific benchmarks and thresholds are provided during onboarding.
How do you ensure data quality?
Automated QA checks for nulls/spikes, ID reconciliation to platform logs, and weekly verification reviews.
Learn more in the Education Engine.
Want a custom KPI map?
We’ll design a measurement layer from attention to outcome, tailored to your objectives.