Digital advertising KPIs have been both a blessing and a curse. While much of the industry still look to KPIs such as impressions and clicks, others have chosen to focus on return on advertising spend (ROAS) and completed views.

For marketers looking to drive offline sales or who have products with longer consideration cycles, measuring viewability makes sense. But while viewability can be valuable to measure, it shouldn’t necessarily be the primary KPI with which you measure your advertising investments.

In this short guide, we’ve identified key areas, questions and talking points for any advertiser considering adding viewability as a metric to their campaigns.