Sara’s lead gen campaign has been live for a few months now and she is reporting on the results. She wants to know how her website conversions are doing. On Campaign Manager, what would be the key metric that will help her measure her performance?

Conversion rate is the key metric for Sara because it directly measures the percentage of website visitors who complete a desired action, such as filling out a lead form. This metric directly reflects the effectiveness of her campaign in generating leads from website traffic. Clicks only indicate how many times an ad was clicked, not whether those clicks led to a conversion. While view conversions track conversions that occur after someone views an ad but doesn't click it, Sara specifically asked about website conversions, implying direct engagement with her site after an ad interaction. Conversion rate is the most direct and relevant measure of her campaign's success in achieving her lead generation goal on her website.