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GLOSSARY

What is Conversion?

DEFINITION

A conversion is a visitor completing an action that matters to your business: sending a contact form, calling you, booking a meeting, buying a product or downloading a guide. What counts is your decision, not a default.

Counting every page view or button click as a conversion makes results look better without meaning more business. The conversion rate is conversions divided by visitors in the same period. Getting the definition right matters because every report, advert and improvement test is judged against it. Why it matters: If conversions are defined or tracked wrongly, you cannot tell whether your marketing is actually bringing in business.

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