Which of the following metrics is most relevant for evaluating the success of an engagement campaign?

The most relevant metric for evaluating the success of an engagement campaign is the measurement of likes and comments. Engagement campaigns are specifically designed to foster interaction and connection with an audience, and likes and comments are direct indicators of how well content resonates with users.

When people like or comment on a post, it signifies that the content has captured their attention and encouraged them to express their thoughts or feelings about it. This feedback is crucial for understanding audience sentiment and engagement levels. A high number of likes and comments reflects active participation from users, which is the primary goal of an engagement campaign.

In contrast, while click-through rate can be informative in certain contexts, it is more focused on the effectiveness of driving traffic rather than interaction. Likewise, the conversion rate measures how many users take a desired action after interacting with content, making it more relevant for conversion-focused campaigns. Reach and impressions help gauge how many people saw the content but do not directly measure the engagement level or the quality of interactions with that content.