Conversion
A conversion is the completion of a valuable action defined as a goal on a website, app or campaign, such as making a purchase, signing up, requesting information or downloading a resource
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
Each organisation decides what counts as a conversion according to its goals. A distinction is often made between macro-conversions, the main objective (a sale, a quote request), and micro-conversions, intermediate steps that signal interest (subscribing to a newsletter, watching a product video, adding to basket).
Conversions are tracked with analytics tools and ad platforms and are used to calculate conversion rate, cost per acquisition or campaign return. Defining them clearly and measuring them properly, with due regard for cookie consent, matters more than counting many of them.
Also known as
Goal completion
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