Digital Gurus

Conversion

A conversion is an action you want people to take after clicking your ad, one with real value to your business, such as sending an enquiry or making a purchase.

Reviewed by Chris Day, COO Last reviewed

2% clicked

4.2% enquired

Impressions
12,000
Clicks
240
Enquiries
10
From seeing an ad to enquiring. Not to scale.

What it means for your advertising

Conversions are how you tell whether advertising is working. You choose what counts: for a service business, usually a contact form, a phone call or a booking request; for a shop, a purchase.

A platform can only count a conversion it can see, so your website needs conversion tracking. Without it you can see clicks but not what they led to.

An example

Of the 240 people who clicked Java Roasters' ad, 10 sent an office coffee enquiry. That's 10 conversions, a conversion rate of 4.2%.

Java Roasters is a fictional business, and its figures are illustrative.

How we handle it

We agree your conversions with you when we plan the campaign and check tracking before launch. The Performance Hub reports them alongside impressions and clicks, and we optimise towards them. Our guide to tracking your ad enquiries covers the setup.

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