Campaign complete. Conversion path reporting shows customers exposed to STV → OLV → display retargeting converted at 3.2X the rate of display-only customers. LTS projects 40% of new-to-brand customers will make repeat purchases over 12 months. The CFO questions whether STV (1.8X immediate ROAS) was worth it. What should BrewCraft recommend?

Question: Campaign complete. Conversion path reporting shows customers exposed to STV → OLV → display retargeting converted at 3.2X the rate of display-only customers. LTS projects 40% of new-to-brand customers will make repeat purchases over 12 months. The CFO questions whether STV (1.8X immediate ROAS) was worth it. What should BrewCraft recommend?

• Replace STV with audio for lower CPM awareness
• Maintain STV investment — conversion paths prove it initiates the highest-converting journeys, and LTS shows it drives repeat purchases not captured in 14-day attribution
• Cut STV since 1.8X ROAS is below the 4.5X target; reallocate to display

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 Programmatic Solutions Advanced Certification" page.