Leading
- Non-brand conversion volume — new demand being found.
- Impression share lost to budget on profitable campaigns — headroom you are not taking.
- Share of catalogue actually serving — the ceiling on Shopping.
- Branded search volume — whether awareness work is landing.
Lagging
Revenue, blended ROAS, total orders. All useful for judging; none of them tell you what to do next week.
Why it matters
Accounts that only watch lagging indicators react. Accounts that watch leading ones decide.