If a campaign falls short of its target goal, how might it be described?

• It might be described as an email remarketing campaign with an expected lift in brand awareness of 5% and an actual lift in brand awareness of 12%
• It might be described as a video campaign with an expected brand favorability lift of 5% and an actual brand favorability lift of 5%.
• It might be described as a search campaign with an expected increase in return on ad spend of $50.12 and an actual return on ad spend of $10.
• It might be described as a display campaign with an expected brand awareness lift of 10% and an actual brand awareness lift of 20%.

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