Your client is interested in comparing the performance of YouTube campaigns against that of video campaigns across other publishers and media channels. Which two metrics should your client use to get a comparable view of their performance? Select two.

To effectively compare video campaign performance across different platforms, you need metrics that are not platform-specific and measure similar outcomes.

Analysis of Correct Answer(s) - Reach: This is a fundamental media metric that measures the number of unique users who saw your ad. It is a standardized measure used across virtually all media channels (YouTube, other video publishers, TV, etc.), making it an ideal choice for an "apples-to-apples" comparison of audience size. - Engaged-view conversions (EVCs): This metric tracks conversions from users who watched at least 10 seconds of your ad but did not click. The concept of attributing conversions to a view rather than a click is a standard way to measure the impact of video advertising across many platforms. It provides a consistent way to evaluate how video views, regardless of the publisher, are driving valuable user actions.

Analysis of Incorrect Options - Frequency: While a common metric, frequency (the average number of times a user sees an ad) is more of a diagnostic or campaign planning metric. It is less effective for comparing overall performance than Reach, which measures the total unique audience you've impacted. - Brand Lift for YouTube: This metric is inherently platform-specific, as indicated by its name. It measures the direct impact of your ads on brand perception specifically on YouTube. You cannot use this data to directly compare performance against a video campaign on a different publisher, which would not have access to the same measurement methodology.