Glossary
Conversion
A defined user action that a campaign is intended to generate, such as a purchase, lead or registration.
Definition
A defined user action that a campaign is intended to generate, such as a purchase, lead or registration.
Why it matters
Every other performance metric in this glossary is ultimately in service of this one definition — and it is defined differently by every advertiser, which is precisely why comparing CPA across campaigns without checking the underlying conversion definition is a common, avoidable mistake.
Key consideration
Get the conversion definition in writing at campaign setup, not after the first optimisation review — a loosely defined conversion is the single most common source of disputed reporting.
Related terms
Practitioner notes
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