Glossary

Conversions

Conversions count how often users completed the action you defined as valuable (a purchase, lead form, call, or signup) after interacting with your ad. Conversions are the metric campaigns are ultimately judged by, because they connect ad spend to business outcomes.

How to read it

A conversion is only as meaningful as its definition. A 'page view' conversion inflates numbers; a 'qualified lead' conversion understates them but steers budget toward real value.

Where it misleads

Attribution differences make platform numbers disagree with each other and with GA4: Meta, Google Ads, and GA4 each claim conversions by their own rules. Compare trends per source, not absolute counts across sources.

Related terms

Conversion Rate →

Conversion rate is the percentage of clicks (or interactions) that ended in a conversion. It measures what happens after the click: landing page quality, offer strength, and audience intent combined. It's the multiplier that decides whether traffic becomes results.

CPA (Cost per Acquisition) →

CPA (cost per acquisition, also cost per conversion) is the average amount you spend to get one conversion. It's the efficiency metric for lead and signup campaigns: as long as a customer is worth more than their CPA, the campaign makes economic sense.

Conversion Value →

Conversion value is the total monetary value the platform attributes to your conversions: typically order revenue in e-commerce, or values you assign to leads. It's the numerator of ROAS and the basis for value-based bidding strategies.

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