What is conversion?
Severi Saari — CEO. Builds solutions with the team that work in practice.
Conversion is a desired action: lead, purchase, booking, or demo. This is how you define conversion, distinguish between micro and macro conversions, calculate the conversion rate, and measure accurately.
What is a conversion?
Conversion is the desired action on a website or campaign – for example, a lead, purchase, appointment, or demo request. When the conversion is clear, measurement and decision-making become easier: you know what adds value and what is worth scaling.
Quick definition: conversion = a user action whose value is known and which is measured according to the same logic regardless of the channel.
Definition, Types and Formula
Macro Conversion: main goal (purchase, contract, lead).
Micro Conversion: intermediary step (form initiation, newsletter, PDF download, call link).
Conversion Rate (CVR) formula:
CVR = conversions / visits × 100 %
Example: 1,200 visits, 48 leads → CVR = 48 / 1,200 × 100 % = 4.0 %.
If the average lead value is €120, the value of conversions = 48 × €120 = €5,760.
Synonyms & Searches
conversion, conversion event, conversion tracking, conversion measurement, macro conversion, micro conversion, conversion.
7 steps to implementation
Name the main objective. One macro conversion per campaign (e.g. generate_lead).
List the micro-steps. form_start, cta_click, file_download, click_call.
Set up measurement. GTM: tags + triggers; GA4: events and Mark as conversion.
Enter value. Default value for the lead / in eCommerce the purchase amount excluding tax + currency.
Consistent UTM practice. Same
source/medium/campaignfor all channels.Report weekly. Check CVR, number of conversions and value; 4–8 week trend.
Act based on data. Improve hook/creative, refine targeting, optimize landing (heading + CTA + form).
Common Mistakes
The conversion is unclear. Multiple objectives in one campaign → data is confusing.
Value is missing. You can't see what brings in euros → hard to scale.
Duplicates. The same event is triggered twice.
UTM mess. Different media and names → reports are scattered.
Reported by channel, not by objective. The brand beautifies the figures.
FAQ
Is a click a conversion?
Only if it is your goal. Usually, a click is a micro-conversion, while a lead/purchase is a macro.
What is a good conversion rate?
It depends on the industry and traffic. For B2B leads, 2–5% is a typical starting point, but the trend and value are more important.
How can I increase conversions the fastest?
Sync the promise of the ad with the landing page title, shorten the form, add a call link, test the hook.
Should all micro-actions be marked as conversions?
No. Only mark the main events as conversions; treat micros as separate events.
Can I measure offline conversions?
Yes. Relay successful sales from the CRM back to GA4/Ads systems (offline import).
Internal Links
CVR (conversion rate), KPI, CPL, GA4, GTM, UTM
Services: Google Ads audit, Measurement audit
