Attribution, incrementality & effectiveness · Core
Lagging indicator
Also called: outcome indicator
ELI5
A measure reflecting an outcome after it has occurred.
Used in conversation
“How are we defining lagging indicator in this deck?”
Pitch context
You will see “Lagging indicator” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches attribution, incrementality & effectiveness.
Why it matters: In attribution, incrementality & effectiveness, the definition can change who is affected, accountable, protected or entitled to act.
Caution
Employment law and workplace practice vary by jurisdiction and agreement.
Connected terms
- Leading indicatorA leading indicator may signal future results; a lagging indicator records results after they occur.
Sources & evidence · 8
Direct term-level sources and supporting source families.
- Google Analytics Help — Google Analytics dimensions and metricsDirect source · primary · checked 2026-08-16
- Interactive Advertising Bureau — Measurement guidelines and standardsDirect source · institutional · checked 2026-08-16
- U.S. Bureau of Labor Statistics — Productivity programmeDirect source · primary · checked 2026-08-16
- OECD — G20/OECD Principles of Corporate Governance 2023Direct source · institutional · checked 2026-08-16
- American Marketing Association — Definitions of Marketing and BrandSupporting source family · institutional · checked 2026-08-16
- U.S. Federal Trade Commission — Advertising and Marketing GuidanceSupporting source family · primary · checked 2026-08-16
- Google Ads Help — Google Ads metrics and reportingSupporting source family · primary · checked 2026-08-16
- U.S. Bureau of Labor Statistics — BLS GlossarySupporting source family · primary · checked 2026-08-16