A survey of over 500 digital marketing professionals found that while paid social media advertising is growing, clear measurement of its effectiveness remains a challenge. 64% of advertisers planned to increase paid social budgets in 2013, primarily by shifting funds from other online and offline channels. However, advertisers primarily use paid social for branding and want consistent cross-platform metrics like brand lift and sales that many media sellers cannot provide. The lack of agreed-upon metrics is hampering the industry's ability to understand paid social media advertising's impact and potential.