A conversion refers to a desired action that a user performs on a website - for example, a purchase, submitting a form or subscribing to a newsletter.
It is a central goal in online marketing and is used in the Website Analytics to evaluate the success of content, campaigns or page layouts. The so-called Conversion rate shows how many visitors actually convert - i.e. perform a defined action.
Conversions can be defined differently depending on the objective and are closely linked to terms such as Tracking, Session and call-to-action.
