Conversions

A conversion KPI is a user action. Measuring conversions properly will require some setup efforts (see Measurement Setup Needs section above). Once setup is complete, conversions will measure subsequent clicks to our clients’ websites produced by specific paid advertising efforts.

In digital advertising, conversions are the number of recorded goal completions. These goals are defined in the campaign building process, and can vary depending on the goals of your campaign or business. Conversions are specific to each client and defined in your measurement planning brief — e.g. phone calls, email, form fills.

How to Use This KPI:

• Monitor conversions; in particular, conversions over time

• Monitor the effectiveness of ad content and landing pages with reference to conversion rate (conversions per click)

• Monitor the cost effectiveness of ads and ad content with reference to cost per conversion.