Crystal is planning a conversion-focused Reddit campaign for her mobile phone brand. Which of the following primary KPIs would be relevant for a conversion campaign?
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Correct answer: Return on ad spend (ROAS).
Why this is the answer
For a conversion-focused campaign, the goal is to drive measurable actions (like purchases or sign-ups) and evaluate efficiency of ad spend. ROAS directly measures the revenue generated per dollar spent, making it a key lower-funnel KPI for conversion campaigns. CPC and total impressions are more optimization or upper-funnel metrics. Brand awareness lift is an upper-funnel metric, not directly tied to conversions.
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