Conversion

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A conversion is a desired action completed by a website visitor—for example, making a purchase, submitting a form or subscribing to a newsletter.

Conversions are a core objective in digital marketing and are measured in Web analytics to assess the performance of content, campaigns and page layouts. The Conversion rate shows what percentage of visitors actually convert by completing a defined action.

Depending on the objective, conversions can be defined in different ways and are closely related to concepts such as tracking, Session and calls to action.

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