Identify success metrics for a marketing campaign to get new users, then design an experiment to determine if the campaign should continue.

Key metrics for a new user acquisition campaign include:

• Conversion Rate: Percentage of users who complete a desired action (e.g., sign-up, download) after interacting with the campaign.
• Cost Per Acquisition (CPA): Total campaign cost divided by the number of new users acquired.
• Customer Lifetime Value (CLTV): Predicted total revenue a customer will generate over their entire relationship with the company. This helps assess the long-term value of acquired users.
• Reach and Impressions: The total number of unique individuals exposed to the campaign and the total number of times the campaign was displayed.
• Engagement Rate: Likes, shares, comments, clicks, or other interactions relative to reach.

To design an experiment for campaign continuation:

1. Define Hypothesis: "The marketing campaign will increase new user sign-ups by X% within Y weeks at a CPA below $Z."
2. Set Up A/B Test: Run the campaign to a randomly selected segment of the target audience (Group A) while a control group (Group B) receives no campaign or a standard baseline marketing effort.
3. Define Success Criteria: Establish clear, measurable goals for the primary metrics (e.g., achieve a statistically significant lift in conversion rate for Group A compared to Group B, meet the target CPA).
4. Run Experiment: Execute the campaign for a predetermined period.
5. Analyze Results: Compare the performance of Group A against Group B using statistical analysis. If the success criteria are met, the campaign should continue; otherwise, it should be paused, iterated upon, or stopped.