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Tracking results is crucial for managing an effective advertising campaign, as it helps evaluate which media best meets the campaign's objectives. This video explores various metrics for measuring ad campaign effectiveness. It begins by emphasizing the importance of establishing KPIs (Key Performance Indicators), which are quantifiable measurements used to assess performance. To set KPIs, you must define the overall objectives of your ad campaign—whether that's increasing online sales, gaining subscribers, boosting web or foot traffic, generating phone calls, and more. Each campaign may have different purposes, so it's essential to outline specific objectives for each one.