Which of the following is an essential metric for tracking the effectiveness of a sales-driven campaign?

Conversions are indeed an essential metric for tracking the effectiveness of a sales-driven campaign. This metric represents the number of users who take a desired action, such as making a purchase, signing up for a newsletter, or filling out a contact form. In the context of a sales-driven campaign, the ultimate goal is typically to convert potential customers into paying customers. Therefore, measuring conversions provides direct insight into how successful the campaign has been in achieving its objectives—namely, driving sales.

While other metrics like click-through rate, engagements, and traffic sources provide valuable information—such as how many people interacted with the ad or where the traffic is coming from—they do not measure the ultimate goal of closing sales directly. Click-through rate signifies interest but does not guarantee purchase; engagements reflect interactions but may not indicate intent to buy; and traffic sources reveal where visitors come from, but again do not necessarily correlate to conversion. Thus, conversions stand out as the most critical metric for evaluating the success of sales-oriented marketing efforts.