Paid media basics
Conversion
An action that counts as a result for the advertiser, such as a form fill, a booked call, a sign-up or a purchase.
What it is
The advertiser decides what counts and sets up tracking for it. Platforms then report conversions and can optimize toward them.
Why it matters
For lead generation and e-commerceEverything an account learns depends on what is counted as a conversion. Count the wrong action and the system gets good at the wrong thing.
In practice
Each conversion is recorded by a tag or a server event and tied to the ad that preceded it.
A common mistake
Counting many actions as conversions (page views, clicks on a button) so the numbers look healthy. Platforms then optimize for the easy actions.
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