Which metric should be prioritized to support the company's new Facebook marketing strategy?

A startup ecommerce company is beginning to run media campaigns to increase sales. It is having trouble taking action from its media campaigns because of the high number of KPIs it is considering when analyzing results.

The startup company has been in the growth phase, so the focus has been on increasing the number of people who see ads for their products on Facebook. As the company grows, the focus is shifting towards generating sales. For its Facebook campaigns, the business is considering incremental purchases, incremental reach, CPMs, website visits, clicks and impressions.

Which metric should be prioritized to support the company's new Facebook marketing strategy?

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