Knowing that it is important to have a testing plan in place, Eliza is thinking through the metrics that she should focus most on. Given her campaign objective (to get people to download and try out her app), which two would make the most sense?

Clicks per unique open measures the percentage of unique opens that resulted in a click, indicating how engaging the email content was for those who opened it. This is crucial for Eliza's objective because it shows if the email successfully prompted interest in her app. Conversion rate directly measures how many recipients completed the desired action—downloading and trying the app—making it the most direct indicator of campaign success for her objective. Email open rate only shows initial engagement with the subject line, not whether the content led to the desired action. Click-throughs (total clicks) can be inflated by multiple clicks from the same user and doesn't directly measure the ultimate conversion goal.