Conversion
A visitor completing an action that matters to you, such as sending a form, calling, placing an order or booking an appointment.
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Why it matters
Conversions show whether advertising and SEO work is really paying off: not the number of visits, but forms, calls, orders or bookings. Conversions that are not defined and measured correctly let budget flow into channels that do not work. The automated bidding systems of ad platforms also learn from this data.
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Example
A company counts only form submissions as conversions, but most customers call. Once phone clicks and calls are tracked as conversions too, it becomes clear which ads really bring customers.
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Common mistake
Counting page views or add-to-cart with the same weight as the real conversion. The automated bidding system learns from easy but worthless actions and spends the budget on the wrong people.
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Related terms
Related services and guides
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