Which metrics are essential for measuring traffic in ads?

Link clicks and impressions are fundamental metrics for measuring traffic in ads. Link clicks indicate how many users have actively engaged with the ad by clicking on it, leading them to the desired destination, such as a website or landing page. Impressions represent the total number of times the ad has been displayed, regardless of whether it was clicked. Together, these metrics provide a clear picture of how many people are being exposed to the ad and how effectively it is driving users to take action.

While other metrics mentioned in the choices provide valuable information about different aspects of advertising performance, they do not specifically focus on measuring the traffic driven by the ads. For instance, reach pertains to how many unique users have seen the ad, and cost is related to the budget or expenditure dedicated to the campaign. Conversion rates alone indicate the success of turning clicks into desired actions but do not provide a comprehensive view of traffic. Ad recall and engagement involve user interactions with the ad but do not directly signify traffic performance. Thus, link clicks and impressions are the most relevant for evaluating how effectively an ad drives traffic.