Which metric should a candy company use to evaluate the success of a campaign aimed at maximizing online sales?

Using conversions as a metric is essential for a candy company evaluating the success of a campaign focused on maximizing online sales. Conversions refer to the number of users who take a desired action, such as making a purchase after interacting with the campaign. This metric provides direct insight into how effectively the campaign drives actual sales, making it a key performance indicator for measuring return on investment.

Focusing on conversions helps the company assess not only how many people were influenced by the campaign but also how many of those interactions resulted in sales. This direct relationship to revenue is crucial for any company aiming to increase online sales, as it connects marketing efforts with financial outcomes.

In contrast, click-through rate measures how often people click on an ad compared to how many times it’s shown, which is more about interest than action. Impressions track how many times an ad is displayed, providing insight into visibility but not effectiveness in driving purchases. Engagement rate measures interactions like likes or shares, which can indicate interest but do not translate directly to sales. Therefore, focusing on conversions gives the candy company the most relevant understanding of their campaign's success in terms of achieving their primary goal of increasing online sales.