An action carried out when a user has completed a specific desired outcome on your website.

Conversions are often measured by major actions a user takes, like making a purchase, or signing up for a newsletter. But, that doesn’t always have to be the case.

Conversions can also be made through a series of smaller micro-conversions, like clicking a Call To Action (CTA) button, or watching a video.

In digital marketing, the goal of any website is typically to increase conversions. With higher conversions, more leads become customers and more shoppers become buyers.