Conversion
The success of a Web site or marketing campaign is often considered primarily in terms of reach, such as the number of visitors. Much more interesting is what the efforts and budget spent have yielded(ROI). This is usually derived from the conversion rate.
A conversion is the moment when a website visitor proceeds to make a purchase, request for information, download a brochure, or some other commercially interesting action. Conversion can be expressed as an absolute number. More often, conversion is expressed as a percentage of the number of visitors or recipients of an advertising message.
Assigning a conversion to a source (for example, a search engine, referring site or publisher within an ad network or affiliate network) is called conversion attribution. In this way, ads can also be billed based on CPA.
The number of successful conversions within the total number of visitors is usually expressed as a percentage. Conversions can be broken down into hard conversion and soft conversion. Factors within the customer journey that can negatively affect conversion are called friction. To analyze such factors and behavior in general, event tracking can be applied to complement the measurement of clicks and conversions.
