analytics-dictionary / term / tracking & measurement
Conversion
A conversion is a visitor completing a valuable action, such as buying, signing up or requesting a demo.
Written by Reflective Data experts · updated Oct 5, 2026
What counts as a conversion depends on your business. Most sites track a small number of macro conversions (purchases, leads) and a larger set of micro conversions (newsletter sign-ups, video plays) that lead up to them.
In GA4 conversions are now called key events. The goal is the same: measure the actions that matter and optimise towards them.
related
AttributionConversion rateKey event
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