Your ad campaign objective is to increase product sales. Which of the following is an actionable metric that supports that objective?

To support the objective of increasing product sales, focusing on actionable metrics that directly relate to consumer engagement and the subsequent conversion is essential. Clickthrough rate stands out as the correct choice because it measures the percentage of users who click on your ad compared to the number of users who viewed it. This metric directly indicates how effectively your ad is driving traffic to your product page or site, which is a crucial step in the sales funnel.

Measuring clickthrough rate allows marketers to adjust their campaigns in real-time to improve performance, enhance targeting, and refine messaging, all of which can contribute to higher sales. It acts as a clear indicator of user interest, translating engagement into potential purchases.

In contrast, impressions quantify the number of times an ad is displayed, but they do not indicate whether viewers took any actionable steps afterward. Likes on posts show social approval or engagement but also lack a direct link to sales performance, as they do not indicate purchase behavior. Follower growth rate reflects an increase in audience size, which may improve brand awareness over time, but it does not provide insight into how effectively that audience is being converted into sales. Thus, clickthrough rate remains a more actionable and relevant metric in the context of driving sales.