What it means
It is the visit outcome the business needs, such as an enquiry, call, purchase or another agreed action.
Term in plain language
Conversion
A target user action and the share of visitors who complete it.
Why it matters
Without a defined conversion, website or advertising changes cannot be tied to a measurable outcome.
Example
Eight of 200 visitors submit the form, giving the form a 4% conversion rate.
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CTR
The share of clicks among all impressions of a search result, advert or other element.