Which of these metrics is typically most important in measuring a direct response advertiser’s performance on the Display Network?
Clickthrough rate (CTR)
If you campaign is direct-response orientated, then you should focus on conversions and CPA bidding strategies. In other words, if you want customers to take a direct action on your site, and you’re using conversion tracking, then it may be best to focus on conversions. Cost-per-acquisition (CPA) bidding lets you do that.
Advertisers with direct response goals are usually more concerned maximizing their return-on-investment than creating brand awareness. The key success metric for direct response campaigns is conversions, since this tells you how many people are completing a goal activity on your site. A goal activity could be any action that a visitor could take on your site that you consider to be valuable, such as purchases or sign-ups.
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