Conversion
A completed goal action
Conversion is the moment a website visitor takes the action you want — buying a product, submitting an inquiry form, calling, or signing up. It is the link between traffic and a real result. Without measuring conversions, you don’t know whether your marketing brings customers or just clicks.
What types of conversions exist
A conversion is not only a purchase. Depending on what your goal is, it can be filling in a form, a phone call, downloading a price list, subscribing, or booking an appointment. We distinguish macro conversions, which directly generate revenue, and micro conversions, which are smaller steps on the way to it.
It makes sense to define your own conversions for every website based on business goals. An e-shop tracks mainly orders, while a service business focuses on inquiries and calls. Only once you know what a conversion is for you can you measure whether marketing actually works.
How to measure and increase conversions
Conversions are measured with tools like Google Analytics or the tracking codes of ad systems, which record when a visitor completes the desired action. This data is the foundation — it shows you which channels and pages deliver results and where you lose customers.
- Define what counts as a conversion on your site and set up its tracking.
- Simplify the path to the goal: shorter forms and clear buttons.
- Remove obstacles such as slow loading or an unclear offer.
- Test different versions of pages through A/B testing.
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Explore our marketing servicesFrequently asked questions
What is the difference between a conversion and conversion rate?
A conversion is a single completed action, for example one purchase. The conversion rate is the share of visitors who converted relative to all visitors. A conversion is therefore an event, while the conversion rate is its rate in percent.
Does a conversion always have to be a sale?
No. A conversion can be any valuable action — an inquiry, a call, a registration, or a download. It depends on your business goal. For services, the main conversion is often the inquiry itself, not a direct purchase.
Why do I get traffic but no conversions?
Often the problem is that the site attracts the wrong visitors or makes it hard for them to complete the action. Sharper targeting, a clearer offer, and a simpler path to conversion usually help.