By definition, the conversion is the conversion of a person’s status into a new status. In the field of online marketing, the term can describe various processes.


A user of a search engine clicks on the link to a website. The user becomes a website visitor from the recipient of a search result list.

In general, it can be said that every user action on a website can be called a conversion. Possible actions include contacting, subscribing to a newsletter, visiting certain subpages, completing a purchase or leaving a review or comment.

To define which user actions should count as a conversion, you first need to know the destination of the website. Classic goals of websites include increasing awareness of the company or brand, selling products, generating contacts, and increasing customer loyalty. So-called macro conversions can be defined that reflect the overall goal. Macro conversion processes are multi-stage. Conversion can be completed both online and offline.

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