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      Question

      Which metric reflects percentage of prospects who

      finally become customers?
      A CTR Correct Answer Incorrect Answer
      B Conversion rate Correct Answer Incorrect Answer
      C NPS Correct Answer Incorrect Answer
      D Reach Correct Answer Incorrect Answer
      E Impressions Correct Answer Incorrect Answer

      Solution

      Conversion rate measures completed desired action (e.g., account opening). Why others are incorrect: CTR measures clicks; NPS measures advocacy; Reach and impressions measure exposure only. Banking Example: 200 accounts opened from 1,000 leads = 20% conversion.

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