Updated
A conversion is a desired action that a visitor completes on your website or app. You decide what counts as a conversion, based on what actually moves your business forward.
Examples of conversions
- A purchase in an online store
- A contact or quote request through a form
- A phone call from the website or an ad
- A booking, a registration or a lead magnet download
- A newsletter signup
Macro and micro conversions
Macro conversions are the real business goals, such as purchases and enquiries. Micro conversions are steps along the way, such as adding to cart or watching a video. They help you understand the customer journey, but should not be the main goal in bidding strategies.
Tracking conversions properly
Conversions are recorded with tags, usually set up in Google Tag Manager and reported in GA4 and Google Ads. In the EU this includes Consent Mode v2, and for Meta the Conversions API. Conversions and clicks give you the conversion rate; cost and conversions give you CPA.
Digitalman sets up conversion tracking and optimizes campaigns for real results. Learn more on our PPC agency page.
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