Present scholarship targets to examine the robustness of EVA in Pakistan and information content while controlling prior research ignored firm-specific factors towards excess stock returns. The design of this research used panel data analysis whereby relevant, incremental information content and event analysis of EVA and conventional accounting performance measure via share prices is done by employing nested panel data analysis for 70 non-financial PSX listed companies from 13 industries for a study period of 2006-2015. Against prior research, EVA doesn’t add to the incremental information content of the model. Moreover asymmetric results were revealed using nested and separate regression analysis. This study is aimed to benefit stakeholders in the context of prudent investment choice. This study identifies ROA as the most important financial performance metric for local investor’s decision making. However firm-specific characteristics like financial leverage, liquidity, and firm size also play a pivotal role.