In this course, we explored common creative test success metrics. Which of the following is NOT a common creative test success metric? Select the best answer.

Total downloads is not a common creative test success metric because it is an outcome metric, not a direct measure of creative performance. While a good creative might contribute to more downloads, it's not solely attributable to the creative itself; other factors like product appeal, pricing, and app store optimization play significant roles. Conversion rate (CVR) directly measures how effectively the creative drives desired actions (e.g., sign-ups, purchases) after a click. Click-through rate (CTR) indicates how engaging the creative is in prompting users to click. Time on site reflects user engagement with the landing page after clicking the ad, offering insight into the creative's ability to attract relevant users. These three metrics are more directly tied to evaluating the creative's immediate impact and effectiveness.