Which is an example of a lag indicator?

• A. Message reach
• B. Comprehension
• C. Behavior change
• D. Planning schedule

Answer: (C)

Lag indicators are metrics that show the actual outcomes after a communication effort—the tangible effects that result from the message over time. Behavior change fits this best because it directly reflects whether people have altered their actions in response to the information, which is the real impact we’re trying to achieve.

Leading indicators, like message reach and comprehension, measure factors that precede the outcome and help predict impact, but they don’t prove that change happened yet. Planning schedule is an activity-focused metric about doing things on time, not about the end result. So behavior change stands out as the outcome-based, lag indicator.