Analytics
Conversion
Any action you've defined as valuable — a purchase, a form submission, a call, a signup — that a visitor completes.
Also known as: Goal
A conversion is any action you’ve decided counts as a result: a sale, a lead form, a phone call, a booking, a signup. It turns vague “traffic” into something you can actually judge a campaign by.
The hard part isn’t the definition — it’s choosing the right one and counting it honestly. A common trap is treating a soft action (a page view, a scroll) as a conversion, which makes everything look successful while revenue stays flat. Another is double-counting, where the same lead fires twice and your ROAS inflates.
Conversions split into primary (tied to money — purchases, qualified leads) and secondary (signals on the way there, like a newsletter signup). You optimize bids toward the primary ones and watch the secondary ones for context.
Before optimizing anything, I make sure each conversion is defined deliberately and verified to fire once, in the right place. You can’t improve a number you can’t trust.
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