Question: An advertiser wants to measure how effectively their campaign is moving shoppers from browsing to purchasing. Which set of metrics would be most relevant for this objective?
- Brand recall lift, clicks, and impressions
- Repeat purchases, store visits, and Subscribe & Save rates
- Advertising cost of sales (ACOS), return on ad spend (ROAS), and sales
Explanation
Advertising cost of sales (ACOS), return on ad spend (ROAS), and sales are lower-funnel metrics tied to purchase efficiency and revenue impact. These metrics help show whether browsing and engagement are translating into purchases. Amazon Ads identifies ROAS and ACOS as key measures for evaluating revenue against ad spend. They are more relevant to conversion movement than awareness or loyalty indicators.
Why the other options are incorrect
Brand recall lift is incorrect because it measures awareness impact rather than purchase movement.
Repeat purchases is incorrect because it reflects loyalty behavior after purchase, not browsing-to-buying conversion.
Source for verification
https://advertising.amazon.com/library/guides/acos-advertising-cost-of-sales
https://advertising.amazon.com/library/guides/return-on-ad-spend-roas
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.