Question: (Please explain your answer and why the others are not correct) A food delivery company launches a campaign to attract new subscribers. An advertiser creates

(Please explain your answer and why the others are not correct) A food delivery company launches a campaign to attract new subscribers. An advertiser creates two types of video ads: educational and promotional.

The educational video ads focus on increasing people's awareness of the brand. The video ads reach an audience of people, ages 18-50. Previous purchasers and active subscribers are excluded. The ads are also delivered to a Lookalike Audience based on current customers.

The promotional video ads include promotional codes that encourage new subscriptions and are delivered to people who engaged with the earlier ads. The advertiser launches the ads a few weeks before operating in new markets so the company can develop a pool of customers who are ready to receive the product when operations start.

Which metric should be the primary KPI to determine the causal effectiveness of the Facebook ad campaign?

A. Brand awareness lift

B. Number of incremental subscriptions

C. Number of total subscriptions

D. Brand favorability lift

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