Nothing is being acquired, Awareness campaigns aren't optimizing toward a sale or a lead, just visibility. There's no acquisition event for this number to describe.
Ask your agency this instead
Is this Awareness spend meant to make our Sales and Leads campaigns work better downstream?
Is there any way to see that effect?
Want the metrics that actually matter for a Awareness campaign? Open the tool and pick one.
Adamigo provided the Awareness CTR and CPM figures. No Awareness-specific frequency data was available in research; the reversed frequency logic is a reasoned judgment call based on how brand recall generally works, not a cited benchmark.