For an advertiser focused on branding, what are the key success metrics?
- Reach and frequency
- Clicks and Impressions
- Conversion Rate
If your main goal is to raise awareness and visibility of your product, service, or cause, you’ll first want to determine whether your main goal is to increase traffic to your website or encourage customers to interact with your brand.
Once you establish the goals of your branding campaign, you can then measure success by monitoring impressions, conversions, and other statistics.
Reach and frequency: Reach is the number of visitors exposed to an ad. Increased reach means that an ad is exposed to more potential customers, which may lead to increased awareness. Frequency is the average number of times a visitor was exposed to an ad over a period of time.
Read more here: https://support.google.com/partners/answer/6172653?hl=en