Marta is an advertiser running campaigns focused on improving consideration metrics of their promoted and brand halo products. Which metrics would be most useful to measure consideration from her campaign?

The correct answer is Total DPVs, Total DPVR, Total Add to carts, Total ATCR because these metrics directly reflect user engagement with product details and intent to purchase, which are key indicators of consideration. Detail page views (DPVs) show that users are actively exploring the product, and Add to Carts (ATCs) indicate a stronger intent. The "Total" prefix ensures all relevant actions are captured, not just those immediately following an ad click. Click-through rate (CTR) is a good indicator of initial interest but doesn't fully capture consideration. Impressions only measure ad visibility, not user engagement or intent. The option "Detail page views, Detail Page view rate, Add to carts, Add to cart rate" is less precise because it lacks the "Total" prefix, which is important for a comprehensive view of consideration metrics across all touchpoints, not just those directly attributed to the campaign.