Question: An advertiser wants to understand both the total number of audience who saw their ads and how frequently the ads were shown. Which metrics should they analyze?
- Reach and frequency metrics
- New-to-brand and ROAS metrics
- Sales and conversion rates
Explanation
Reach identifies the size of the audience exposed to advertising. Frequency measures how often those ads were shown to each person. Together, these metrics show both audience scale and exposure repetition. Amazon Ads uses them to evaluate potential brand and product awareness before focusing on lower-funnel outcomes.
Why the other options are incorrect
New-to-brand and ROAS metrics track first-time customer activity and return from ad spend, not exposure volume and repetition.
Sales and conversion rates measure purchase or action performance, not how many people were exposed or how often ads appeared.
Source for verification
https://advertising.amazon.com/library/guides/marketing-reach
https://advertising.amazon.com/library/guides/intro-attribution-campaign-reporting
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Amazon Ads Campaign Planning Certification" page.