Conversion

Also known as: acquisition, action

A conversion is an action taken by a user in direct response to an ad or message shown to them. Common examples include signing up for a service, filling in a form, completing a purchase, or downloading a file or piece of software.

In digital advertising, conversions are the primary measure of whether an ad drove a meaningful outcome beyond a click or impression. The related payment model — cost per acquisition/action (CPA) — charges advertisers only when a conversion actually occurs, aligning spend directly with results.