If you're running a brand awareness campaign with interest targeting, what metric would you typically focus on?

For a brand awareness campaign, the primary goal is to maximize visibility and interaction with your brand. Reach measures the number of unique users who saw your ad, directly indicating how many people were exposed to your brand message. Engagement metrics (like upvotes, comments, shares, and clicks) show how users are interacting with your ad, signifying interest and memorability. Conversion rates are more relevant for performance campaigns focused on specific actions like purchases or sign-ups. Site visits, while related to awareness, are a secondary metric; you can have high site visits without necessarily building strong brand awareness if the visits are fleeting. Click-through rates (CTR) measure how often users click on an ad, which is important for driving traffic but not the sole indicator of brand awareness, as a user can be aware of a brand without clicking every ad.