Conversion

Definition:
A conversion is a predefined action taken by a user that fulfils a campaign goal, such as making a purchase, submitting a form, or signing up for a newsletter.

Why it matters:
Conversions represent the success of an advertising campaign. They’re used to calculate ROAS, CPA, and campaign ROI.

Examples of conversions:

• Purchase confirmation

• Lead form submission

• App download

• Event registration

Best practices:

• Define clear conversion goals per campaign

• Set up conversion tracking using pixels or server-side tagging

• Align creatives and landing pages to guide users toward the action