Which metric should a candy company use to evaluate the success of its sales campaign?

The choice of conversions as the metric to evaluate the success of a sales campaign is particularly appropriate for a candy company or any business focused on sales. Conversions directly measure the actions taken by consumers that result in a sale or a desired outcome, such as purchasing a product. In this context, the primary goal of a sales campaign is to drive sales, and tracking how many people actually bought candy as a result of the campaign provides clear insight into its effectiveness.

Other metrics may provide valuable information but do not directly correlate with sales success. Engagement might indicate how involved consumers are with content related to the campaign, but it doesn't indicate actual purchases. Reach measures the number of unique people who saw the campaign, while impressions account for how often the content was displayed. Both of these metrics are important for brand awareness but do not provide a definitive measure of sales impact. Therefore, conversions serve as the most relevant metric for assessing the effectiveness of a sales-oriented campaign.