A conversion is a measurable process or tracking event in online marketing in which a user triggers an event desired by the advertiser. This transforms traffic on the site into a customer (or contact).


Probably the best known example of a conversion is the purchase.


Conversion Events


In addition to the classic purchase, conversions can occur in various forms within the customer journey and do not always necessarily have to be a transaction. Other examples of conversion events are as follows:


  • A download
  • Sending a registration for a newsletter
  • Clicking on a link
  • Registering for a customer profile
  • Sharing content on social media
  • Adding products to the shopping cart
  • Filling out a contact form
  • and much more


Relevance of conversions


The conversion is the central KPI within the measurement of success, as it usually has a direct influence on the turnover of an advertiser. It is also an elementary component for analyzing the advertising effect of measures. Depending on the tool, conversions can be measured and analyzed quite easily, even across platforms and devices within the entire customer journey.


The proportion of users who complete a conversion event is represented by the conversion rate.

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See also: Search Engine Advertising