Which metrics are essential for measuring ad performance on Meta platforms?

The correct choice emphasizes metrics that are directly tied to the effectiveness of advertising campaigns on Meta platforms. Impressions indicate how many times the ad is shown, which helps gauge reach. Clicks measure the immediate engagement with the ad, showing interest from viewers. Conversions take this a step further by indicating specific actions taken by users, such as purchases or sign-ups, which are critical for evaluating the success of an ad in achieving its goals. The click-through rate (CTR) provides insight into how effective the ad is at enticing users to take that next step, and return on ad spend (ROAS) quantifies the revenue generated per dollar spent on the ad campaign, reflecting overall profitability.

Together, these metrics form a comprehensive framework for assessing ad performance, making it clear why they are deemed essential in this context. Other options include metrics that, while valuable in different contexts, do not directly measure the performance of advertising campaigns on Meta platforms. For instance, page likes, shares, and comments relate more to organic engagement rather than ad performance. Likewise, follower growth and user engagement are indicators of brand health rather than the efficacy of specific ad efforts. Finally, website bounce rate and session duration are important for website performance analysis but do not capture the direct impact