What metric would help assess the effectiveness of a marketing campaign?

The conversion rate is a crucial metric for assessing the effectiveness of a marketing campaign because it directly measures the percentage of visitors who take a desired action, which is often the primary goal of marketing efforts. For instance, if a campaign aims to drive sales, the conversion rate will indicate how many of the visitors generated by the campaign completed a purchase. A high conversion rate suggests that the campaign successfully engaged and motivated its audience to take action, demonstrating its effectiveness in achieving specific marketing objectives.

Other metrics, while useful for different analyses, do not capture the overall success of the campaign in the same direct manner. For example, page views reflect how many times a page was viewed but don’t indicate whether visitors are taking the intended actions. Customer acquisition cost gives insight into how much is spent to acquire each customer, which is essential for managing budgets but may not reflect the immediate success of the campaign. Session duration can provide insights about user engagement on a website, but it does not directly correlate with whether users are completing the key actions defined in the campaign's objectives. Therefore, focusing on the conversion rate is essential for understanding the real impact of a marketing campaign.