What metrics should businesses track to gauge the effectiveness of brand awareness campaigns on Facebook Ads?

1. Impressions: This metric shows how many times your ads were displayed, which can help you understand how widely your message is being seen.

2. Reach: This is the number of unique people who saw your ads at least once. It helps you understand the size of the audience you're reaching.

3. Frequency: This is the average number of times each person saw your ad. If the frequency is too high, it could indicate that your audience is being overexposed to your ads.

4. Engagement: This includes actions like likes, comments, shares, and clicks. High engagement can indicate that your ads are resonating with your audience.

5. Post Reactions: This includes reactions like "Like," "Love," "Haha," "Wow," "Sad," and "Angry." These can give you more nuanced feedback on how people are reacting to your content.

6. Video Views: If your brand awareness campaign includes video content, track how many people are watching your videos, and for how long.

7. Click-Through Rate (CTR): This is the number of clicks your ads received divided by the number of impressions. A higher CTR indicates that your ads are compelling people to learn more about your brand.

8. Cost Per Click (CPC): This is the average amount you paid for each click. If your CPC is too high, you may need to adjust your targeting or ad creative.

9. Brand Lift: Facebook's Brand Lift measurement can help you understand the impact of your ads on people's perceptions of your brand. It measures changes in awareness, ad recall, favorability, and purchase consideration.

10. Page Insights: Monitor changes in your Facebook Page's likes, followers, and overall engagement. An increase in these metrics can indicate that your brand awareness campaign is having a positive impact.

Remember, the most important metrics will depend on your specific goals and objectives for the brand awareness campaign.