If your company goals are to increase brand awareness, you should be concerned with the following metrics:

To increase brand awareness, you need to measure how many people are seeing your brand and how they are interacting with it. Impressions indicate the number of times your content was displayed, showing its reach. Engagement metrics, such as likes, shares, and comments, demonstrate how actively people are interacting with your brand, which helps build familiarity and recall. Conversation, in this context, refers to discussions about your brand, whether direct mentions or broader sentiment, further amplifying awareness. Clicks, sales, sign-ups, and downloads are primarily conversion metrics, which are more relevant for goals like lead generation or direct revenue, not brand awareness.