Exclusive: What KPIs Really Matter According to 200 Marketers

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What KPIs matter most in 2025? We asked 200 brand marketers.

Marketers have a lot on their plates: tight budgets, shifting priorities, and the nonstop pressure to prove impact. So we went straight to the source. VAB partnered with Advertiser Perceptions on a custom study to find out how 200 brand marketers are setting goals and defining success, including:

How KPI focus differs across small, medium, and large brands – from <$1M to $25M+ in annual ad spend
How they rank media platforms like TV, social, & search across the funnel
What brand marketers expect from their media partners in 2025

Get ahead of the brief. Download this exclusive guide to understand what brands are measuring, valuing, and expecting in 2025.

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