Learning library
Unit 5 · Control, Measurement and Ethics · Module 36 of 40
Recall, Reach and Conversion Metrics
Learning objective
Interpret aided/unaided recall, reach, frequency, GRPs, CTR, CVR and CPA together.
Concept summary
Reach and frequency describe exposure; recall describes memory; CTR describes response; CVR and CPA describe efficiency of conversion. Judging a campaign on one layer alone produces false conclusions — build the full chain from exposure to outcome.
Application task
Build a metric chain for one campaign showing how exposure metrics link to outcome metrics.