Beyond impressions, what is the MOST crucial metric to track in a viral marketing campaign to assess its business value?

Beyond impressions, the most crucial metric to track in a viral marketing campaign to assess its business value is conversions, which represent the desired actions taken by consumers as a direct result of exposure to the viral content. Impressions simply indicate the number of times the content was displayed, but they don't reveal whether those views translated into meaningful engagement or business outcomes. Conversions, on the other hand, measure actions like website visits, lead generation form submissions, product purchases, or downloads of branded content. For example, a viral video might generate millions of views (impressions), but if it doesn't drive a significant number of visitors to the company's website or result in a measurable increase in sales (conversions), its business value is limited. Tracking conversions provides a direct link between the viral campaign and tangible business results, allowing marketers to assess the campaign's ROI and optimize future efforts.