What is a key metric for measuring awareness in ads?

Impressions are a key metric for measuring brand awareness in advertising because they represent the total number of times an ad is displayed to users, regardless of whether it was clicked or not. This metric serves as an indicator of how many people have potentially seen the ad, providing insights into its reach and visibility. High impression counts suggest that a significant number of users have been exposed to the advertisement, which is crucial for building awareness of a brand or product in the market.

In contrast, other metrics like click-through rates focus on user interaction and engagement, which are not direct indicators of awareness. Conversion rate measures the effectiveness of an ad in prompting desired actions, and cost per action assesses the financial efficiency of generating specific user actions. None of these metrics directly reflect how many unique users have been made aware of a product or brand merely through the ad being shown. This makes impressions the most relevant metric for awareness.