Question: Which metrics are most appropriate for measuring the awareness stage campaigns?
- Sales and conversions
- Repeat purchases and store visits
- Reach, frequency, and viewability
Explanation
Reach, frequency, and viewability align with awareness because they measure exposure quality and scale. Reach shows how many unique people were exposed to the campaign. Frequency shows how often those people were exposed to the ads. Viewability helps confirm whether served impressions had the opportunity to be seen.
Why the other options are incorrect
Sales and conversions are lower-funnel metrics used to evaluate purchase actions, not awareness exposure.
Repeat purchases and store visits are more aligned with loyalty and continued engagement than initial awareness.
Source for verification
https://advertising.amazon.com/library/guides/marketing-reach
https://advertising.amazon.com/library/guides/viewability
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