Question: Which metric would best reflect success in driving awareness?
- Impressions
- Clicks
- Add to cart
or
- Clicks
- Reach and Frequency
- Add to cart
Explanation
Impressions show how often ads were served, which makes them a core indicator for awareness delivery. Reach measures how many unique users were exposed to the campaign. Frequency shows how often those users were exposed over a defined period. Together, these metrics help evaluate whether Amazon DSP media is expanding brand exposure at the top of the funnel.
Why the other options are incorrect
Clicks reflect ad engagement, which is closer to consideration than awareness.
Add to cart reflects purchase intent, not upper-funnel exposure.
Source for verification
https://advertising.amazon.com/library/guides/brand-awareness
https://advertising.amazon.com/library/guides/reach-frequency-marketing
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 DSP Certification" page.