A candy company delivers a campaign to generate maximum sales through its website. Which metric should the company use to evaluate the success of the campaign?

To assess the effectiveness of a campaign aimed specifically at generating maximum sales through the website, the most relevant metric is conversions. Conversions refer to the successful completion of a desired action, which in this case is a sale made through the website. This metric directly reflects the ultimate goal of the campaign—turning website visitors into paying customers.

Evaluating conversions allows the company to determine how many people not only engaged with the campaign but also proceeded to make a purchase. This provides insight into the return on investment for the marketing efforts and helps in understanding the effectiveness of the campaign in achieving its primary objective of increasing sales. Other metrics like reach, impressions, or clicks provide insights into visibility and engagement but do not necessarily indicate financial success or actual sales performance.