Conversion
A desired action completed by a user, such as a sign-up, inquiry or purchase.
Simple definition
A conversion is the action you want after exposure or a visit: a purchase, signup, quote request, download, appointment, add-to-cart or another defined objective. The conversion event should be defined before performance is analyzed.
Formula and example
Conversion rate = conversions ÷ chosen base × 100. Example: 80 quote requests from 2,000 landing-page visits gives a 4% visit-based conversion rate. If clicks are the denominator, state that explicitly.
How to interpret this KPI
A high conversion rate can reflect a relevant offer, qualified traffic and a smooth experience. But conversion value matters: ten purchases may be worth more than one hundred free signups depending on the business model.
Do not confuse it with
A conversion is not the same as a click. A click is often an intermediate step. Also separate conversion rate, CPA and ROAS: proportion, cost per action and revenue-to-ad-spend ratio respectively.
Practical use in Morocco
For a business in Morocco, define conversions that match the real customer journey: phone call, WhatsApp, form, booking, online purchase or a measurable store visit. Document attribution windows and avoid comparing platforms with different attribution rules as if they were identical.
Best practices
- Keep the same definition and denominator when comparing two periods.
- Segment by platform, format, campaign and audience before drawing conclusions.
- Always add context: objective, period, budget and data source.
- Prefer your own first-party performance data over external benchmarks when available.
When a platform or analytics tool uses a different scope, its documented definition takes precedence. See our methodology for assumptions and limitations. FaceTube methodology.
Frequently asked questions
What can count as a conversion?
Any defined goal such as a purchase, lead, signup, call, booking or other measurable event.
How do you calculate conversion rate?
Divide conversions by the chosen denominator, such as visits or clicks, and multiply by 100.
Is a click a conversion?
Only if the click itself is the goal; in most funnels it comes before the conversion.