Conversions occur when a user completes an action on your site that accomplishes a business or analytics goals.
Typical conversions involve a transaction of data or money from a user & your website, such as a sign-up, accepting a coupon code, or completing a sale.
Conversions can be set up within your desired analytics platform & can cover a wider range of topics.
Some sites, such as content production sites may consider a user scrolling through certain percentages of a longer webpage a conversion, while others may only care if a user purchases an item or places a donation.
How To Choose What Conversions Are Appropriate For Your Site
Marketers are always trying to get more users to convert on their site.
But how do you choose what counts as a conversion?
The best way to determine what you deem a conversion is to look at the goal of your website & its content, and to speak with other stakeholders about what information they value obtaining.
If you are offering a new product or service, you will likely be interested in sign ups for email newsletters, as well as downloads for white-papers related to your new product.
A pizza place likely cares more about how many people clicked to dial their number, as that normally leads to a sale (however they will need to compare this with their POS logs to see how many calls resulted in orders).
An author or publisher with a long piece of content may be more interested in seeing how long people read it or interacted with it in order to figure out how long to make their next piece.
Not all sites will value the same conversion points, making it essential that you establish valuable conversion definitions within your team as part of your initial analytics & measurement strategy.