{"id":20259,"date":"2020-01-29T16:57:07","date_gmt":"2020-01-29T16:57:07","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/conversion"},"modified":"2026-09-27T15:15:09","modified_gmt":"2026-09-27T15:15:09","slug":"conversion","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/conversion","title":{"rendered":"Conversion"},"content":{"rendered":"<p><img decoding=\"async\" class=\"boxpad alignright wp-image-80659 size-full\" src=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2026\/09\/conversion-en-glosario-600.jpg\" alt=\"Conversion in digital marketing\" width=\"300\" height=\"300\" srcset=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2026\/09\/conversion-en-glosario-600.jpg 600w, https:\/\/www.arimetrics.com\/wp-content\/uploads\/2026\/09\/conversion-en-glosario-600-300x300.jpg 300w, https:\/\/www.arimetrics.com\/wp-content\/uploads\/2026\/09\/conversion-en-glosario-600-150x150.jpg 150w, https:\/\/www.arimetrics.com\/wp-content\/uploads\/2026\/09\/conversion-en-glosario-600-360x360.jpg 360w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><strong>Definition:<\/strong><\/p>\n<p>A <strong>conversion<\/strong> is an action completed by a person that an organisation has defined as relevant within a digital or commercial process. It may involve making a purchase, submitting a form, booking an appointment, requesting information, registering or activating a product feature.<\/p>\n<p>The conversion is specified before measurement and should correspond to a particular objective. Not every conversion generates immediate revenue: some represent the main outcome of a process, while others indicate that the user has moved towards it. Therefore, <strong>the value of a conversion depends on its relationship to the objective<\/strong>, not only on how often it is recorded.<\/p>\n\n<h2>Examples of conversions<\/h2>\n<p>The actions treated as conversions <strong>vary with the business model, channel and stage<\/strong> of the user&#8217;s journey. A retailer, a service company and an application may need different objectives.<\/p>\n<p>Common conversions include:<\/p>\n<ul>\n<li><strong>Purchase:<\/strong> Completing an order and reaching payment confirmation.<\/li>\n<li><strong>Lead generation:<\/strong> Submitting a form, requesting a call or providing contact details for a defined purpose.<\/li>\n<li><strong>Booking:<\/strong> Selecting a date and confirming an appointment, stay or service.<\/li>\n<li><strong>Registration:<\/strong> Creating an account, starting a trial or completing enrolment on a platform.<\/li>\n<li><strong>Subscription:<\/strong> Confirming receipt of communications or purchasing a recurring service.<\/li>\n<li><strong>Activation:<\/strong> Completing an action that demonstrates initial product use, such as configuring an account or publishing a first project.<\/li>\n<\/ul>\n<p>A secondary action, such as downloading a guide or adding a product to a basket, <strong>can be used as a micro-conversion<\/strong> when it helps to analyse the user&#8217;s progress. A purchase, booking or qualified <a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/lead\">lead<\/a> submission often acts as a macro-conversion because it represents an outcome closer to the final objective.<\/p>\n<h2>Measuring conversions<\/h2>\n<p>The conversion count shows how many times an action has been completed. The <a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/conversion-rate\"><strong>conversion rate<\/strong><\/a> expresses the proportion of observed opportunities that end in a conversion. It is generally calculated by dividing conversions by the number of eligible sessions, users, clicks or cases and multiplying the result by one hundred.<\/p>\n<p>The denominator should match the process being analysed. An advertising campaign may use clicks; a website may analyse sessions or users; and a sales team may compare sales with qualified opportunities. <strong>Rates based on different denominators are not directly comparable<\/strong>.<\/p>\n<p>Measurement should also define how repeated actions are counted. A purchase is normally recorded once per transaction, while a subscription may be counted only once per user. Order, event or customer identifiers make it possible to deduplicate records and prevent a page reload from generating additional conversions.<\/p>\n<p>When several channels are involved, attribution assigns credit to the contacts that preceded the conversion. Different platforms may report different figures because of their windows, attribution models, time zones and identities. Comparison requires <strong>those conditions to remain documented<\/strong>.<\/p>\n<h2>Conversion optimisation<\/h2>\n<p>Conversion optimisation means identifying obstacles and testing changes that make the relevant action easier to complete. The objective is not to increase every event, but to improve valid outcomes without harming the experience, profitability or quality of contacts.<\/p>\n<p>Research may combine quantitative data with behavioural observation and user feedback. Common areas for review include:<\/p>\n<ul>\n<li><strong>Proposition and message:<\/strong> Explaining clearly what is offered, who it is useful for and which conditions apply.<\/li>\n<li><strong>Navigation:<\/strong> Removing unnecessary steps and keeping the main action visible.<\/li>\n<li><strong>Forms and checkout:<\/strong> Requesting only necessary data, displaying understandable errors and retaining valid information.<\/li>\n<li><strong>Technical performance:<\/strong> Preventing delays, interaction failures and problems that stop the process from being completed.<\/li>\n<li><strong>Audience:<\/strong> Directing each campaign or piece of content towards people whose needs match the offer.<\/li>\n<li><strong>Experimentation:<\/strong> Comparing variants with a hypothesis, one primary metric and enough time to interpret the result.<\/li>\n<\/ul>\n<p>A higher rate may result from more conversions or from a change in the traffic received. Volume, cost, value and the subsequent quality of each conversion should therefore be reviewed together.<\/p>\n<h2>Conversion tracking tools<\/h2>\n<p>Tracking normally divides responsibilities among several tools. No single source represents the entire process, especially when a conversion begins with an advertisement and ends by telephone, in a store or inside a commercial system.<\/p>\n<p>Common platforms perform different functions:<\/p>\n<ul>\n<li><strong><a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/google-analytics\">Google Analytics 4<\/a>:<\/strong> It records events and allows priority actions to be marked as key events for analysis by source, device, audience or journey.<\/li>\n<li><strong><a href=\"https:\/\/www.arimetrics.com\/en\/google-ads-agency-spain\">Google Ads<\/a>:<\/strong> It uses conversion actions to measure advertising results and can receive website events, calls, application events or imported conversions.<\/li>\n<li><strong>Meta Pixel and Conversions API:<\/strong> They send events related to advertisements and website activity; deduplication prevents the same event sent from a browser and server from being counted twice.<\/li>\n<li><strong>CRM:<\/strong> It connects forms, opportunities and sales to distinguish an initial contact from a confirmed commercial outcome.<\/li>\n<\/ul>\n<p>Heat maps, session recordings and surveys help investigate why a person abandons a process, but they <strong>do not replace the conversion record<\/strong>. Their primary purpose is to provide context for developing improvement hypotheses.<\/p>\n<h2>Data quality<\/h2>\n<p>Reliable measurement requires consistent event names, useful parameters, applicable consent and testing before changes are released. It also requires internal traffic, automations, tests and invalid events to be excluded when they may distort the result.<\/p>\n<p>The conversion should be verifiable in the system that confirms the outcome. For a purchase this will be the order; for a booking, its confirmation; and for a commercial opportunity, the status recorded in the CRM. This check separates <strong>recorded actions from valid outcomes<\/strong>.<\/p>\n<p>Personal data used to measure conversions should be limited to what is necessary and processed in accordance with the relevant legal basis and the user&#8217;s preferences. Measurement involving tags, identifiers or data sent from a server does not remove obligations concerning information, security and access control.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A conversion is a relevant action completed by a user. Learn its types, how conversion rate is calculated, tracking tools and data quality criteria.<\/p>\n","protected":false},"author":6,"featured_media":80661,"template":"","encyclopedia-tag":[1294,1288,1413],"class_list":["post-20259","encyclopedia","type-encyclopedia","status-publish","has-post-thumbnail","hentry","encyclopedia-tag-behavior-measurement","encyclopedia-tag-conversion-optimization","encyclopedia-tag-ecommerce-measurement"],"_links":{"self":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia\/20259","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia"}],"about":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/types\/encyclopedia"}],"author":[{"embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/users\/6"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/media\/80661"}],"wp:attachment":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/media?parent=20259"}],"wp:term":[{"taxonomy":"encyclopedia-tag","embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia-tag?post=20259"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}