Awareness

Awareness is a top-of-funnel campaign objective that reports on impressions and reach rather than clicks or conversions.

You pick Awareness at the campaign level when the point of the spend is exposure, usually promoting an answer or putting a brand in front of a topic audience. The dashboard then shows you impression and reach columns instead of conversion metrics, so you read the campaign the way it was meant to be read.

You promote an answer about your product category on a CPM buy, set the objective to Awareness, and your reporting surfaces impressions served and unique reach instead of cost per conversion.

The objective does not change how the auction delivers your ad. On Quora the objective only decides which metrics appear on your dashboard. People assume choosing Awareness tells the system to optimize for reach, and it does not; your bid type and targeting still drive delivery.

Awareness labels the report, not the auction.