Table 1.

Conceptual framework of campaign evaluation metrics and measures

Process evaluation	Impact evaluation				Outcome evaluation
	Awareness	Proximal impact I: Engagement	Proximal impact II: Priming steps	Distal impact: Trialing behaviors
Delivery of campaign	Seen the campaign and perception of the campaign	Showing interest in the campaign or message by taking an action	Priming steps of behavioral change	Initial trialing behaviors and antecedents of behaviors	Desired behavioral change
Delivery of Television ads (Target Audience Rating Points [TARPs] or Gross Rating Points [GRPs]) Digital video ads (digital GRPs or impressions or video views)a Digital banner ads (impressions or exposures) Other	Campaign recall (including frequency) Media channel attribution (where campaign was viewed)b Campaign response (eg, relevance, perceived effectiveness, believability)b	Campaign website visits Engagement on social media (eg, likes, comments, shares, follows) Click through rates (on digital ads or social media posts) Information-seeking action on the internet (web search) Other action (eg, download mobile app, sign up to campaign)	Knowledge and beliefs Attitudes: about smoking, tobacco industry, etc Attitude: intention to quit Information-seeking action offline (spoke with health care provider)	Contact smoking cessation service or registrations to service Quit attempts	Sustained quit attempts Population smoking prevalence rates (For nonsmokers): Conversation with family or friend about smoking cessation

^aAll italics indicate metrics and measures that relate to digital media platforms.

^bIn this review, media channel attribution and campaign responses were measured through both digital platform evaluation methods and traditional evaluation methods.