The results you measure will depend on the objective you’re trying to achieve. For example, if your objective is to drive awareness and you sell in the Amazon store, you may want to measure new-to-brand sales, branded searches, and video view metrics. If your objective is to increase consideration and you sell in the Amazon store, you may want to measure detail page views and clicks. If your objective is to increase sales and you sell in the Amazon store, you may want to measure attributed orders and ROAS.