For an e-commerce business retargeting visitors, which KPI is most relevant for measuring campaign success using the Sales objective?

The most relevant KPI for measuring campaign success using the Sales objective in the context of retargeting visitors for an e-commerce business is conversions. This metric specifically tracks the number of completed sales transactions resulting from the campaign. When businesses focus on a Sales objective, their primary goal is to drive actual purchases, which makes conversions the critical indicator of success.

By measuring conversions, businesses can assess how effectively their retargeting efforts are turning interested visitors into paying customers. This metric provides valuable insights into the return on investment (ROI) of the campaign, allowing businesses to optimize their marketing strategies to maximize sales.

Other metrics, such as clicks, reach, and impressions, may provide broad insights into engagement and visibility, but they do not directly correlate to the success of driving sales. For an e-commerce business aiming to convert visitors into customers, tracking conversions is essential to understanding and achieving campaign objectives.