What is the most important metric to track when evaluating the effectiveness of a Bilibili advertising campaign focused on brand awareness?

The most important metric to track when evaluating the effectiveness of a Bilibili advertising campaign focused on brand awareness is *reach and frequency*, combined with brand lift studies. Reach measures the total number of unique users exposed to the ad, indicating the breadth of the campaign's impact. Frequency measures the average number of times each user saw the ad, crucial for reinforcing brand messaging. While impressions can indicate ad delivery, reach provides a more accurate picture of unique audience exposure. However, reach and frequency alone don't guarantee brand awareness. Therefore, conducting brand lift studies, which measure changes in brand recall, recognition, and perception among the target audience before and after the campaign, is essential. This combination provides a comprehensive understanding of whether the campaign effectively increased brand visibility and positively influenced audience attitudes toward the brand.