Yolanda wants to increase awareness of her organization with Software Engineers. Which of the metrics below should she primarily focus on?

To effectively increase awareness of her organization among Software Engineers, Yolanda should focus on metrics that measure how far and wide her content is reaching her target audience. Reach indicates the total number of unique users who have come across the campaign, while Frequency tells how often these users see the content. Campaign Demographics provide insights into whether the audience reached aligns with the desired target group, in this case, Software Engineers.

Using these metrics allows Yolanda to understand not just how many people are seeing her campaign, but also if it is being presented to the right individuals. This strategic focus on awareness is particularly crucial during the early stages of marketing, where the goal is to build familiarity and recognition, rather than immediate engagement or clicks.

Focusing on click-through rates or engagement is more relevant for campaigns aimed at driving interaction or conversions, which is not the primary goal for Yolanda in this situation. The same applies to impressions and shares, which, while important, do not provide the comprehensive view of reach and demographic relevance. Lastly, cost-per-click and cost-per-mille are financial metrics that measure efficiency and effectiveness of spend but do not directly speak to brand awareness. Thus, the first set of metrics is best suited for Yolanda's objectives.