Qual variável convém otimizar nas campanhas de Awareness (recon he ci men to da marca) no contexto do retail media (mídia de varejo)?

In Awareness campaigns within retail media, the primary goal is to maximize brand visibility and memorability. Therefore, optimizing frequency and reach is crucial. Reach ensures the brand is seen by a broad, relevant audience, while frequency ensures the message is repeated enough times to resonate and be remembered. Unlike performance metrics like CPA (Cost Per Acquisition) or CTR (Click-Through Rate), which focus on immediate conversions, awareness campaigns build brand recognition and trust. This foundational work makes consumers more likely to choose the brand's products later when they are in a purchasing mindset, even if the initial exposure doesn't lead to an immediate click or sale. CTR and CPA are more relevant for conversion-focused campaigns, and Ad Score is a measure of ad quality, not a direct optimization goal for awareness.