Question: Which metric would best reflect success in driving conversion?
- Detail page view rate
- Purchases
- Impressions
or
- Detail page view rate
- Impressions
- Return on Ad Spend (ROAS)
Explanation
Conversion success in Amazon DSP is measured by lower-funnel outcomes that show completed customer actions. Purchases indicate that campaign exposure contributed to sales activity. Return on Ad Spend (ROAS) shows revenue efficiency by comparing attributed sales to ad spend. Together, these metrics show both conversion volume and the value generated from media investment.
Why the other options are incorrect
Detail page view rate reflects consideration because it measures product evaluation activity before purchase.
Impressions reflect awareness because they measure ad exposure, not completed action.
Detail page view rate is duplicated and remains a consideration metric.
Impressions is duplicated and remains an awareness metric.
Source for verification
https://advertising.amazon.com/library/guides/return-on-ad-spend-roas
https://advertising.amazon.com/library/guides/conversion-rate
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