Crystal is planning a CONVERSION-FOCUSED Reddit campaign for her mobile phone brand. Which of the following primary KPIs would be relevant for a conversion campaign?
- Brand awareness lift
- Total impressions
- Cost per click (CPC)
- Return on ad spend (ROAS)
Explanation:
For a conversion-focused campaign, the goal is to drive measurable actions (like purchases or sign-ups) and evaluate efficiency of ad spend. ROAS directly measures the revenue generated per dollar spent, making it a key lower-funnel KPI for conversion campaigns. CPC and total impressions are more optimization or upper-funnel metrics. Brand awareness lift is an upper-funnel metric, not directly tied to conversions.