Conversion

A conversion is a desired action — a single event or a combination of events and attributes — that a business counts as a meaningful outcome and optimizes its marketing toward. It can be a button click, an add-to-cart, a form submit, a booking, or a purchase; what makes it a conversion is that you have designated it as the result that matters. A conversion is always derived from one or more events.

Per-persona meaning

Affiliate marketer: a credited sale or lead the network reports via postback.
eCommerce marketer: usually a Purchase (a store order), reconciled against the checkout backend.
Lead-gen marketer: a Lead or CompleteRegistration, often closed offline.
Business owner: a revenue or signup event for their own product.

Do not confuse with

Event — any tracked action; a conversion is an event you single out as a desired outcome.
Standard Conversions — the predefined platform-recognized names a conversion is normalized to.
Purchase — one type of conversion, not a synonym for the umbrella.
Attribution — the crediting process, not the outcome itself.

In AnyTrack

AnyTrack normalizes each conversion into a standard conversion and forwards it to every connected ad platform in that platform’s own format (track once, optimize everywhere). Conversions are captured client-side (the Tracking Tag) and server-side (webhook or API); server-side recovers the conversions lost to ad blockers and privacy restrictions. From an ad campaign’s point of view, you choose a conversion objective and the matching conversions become the “results” the platform optimizes toward.

Frequently asked questions

FAQ was last reviewed on 2026-06-25

What is the difference between an event and a conversion?

Every action a person takes is an event (PageView, ViewContent, AddToCart). A conversion is an event — or a combination of events and attributes — that you designate as a meaningful outcome and optimize toward, like Purchase, Lead, or a returning customer spending over a threshold. All conversions are events, but not all events are conversions.

Can a conversion be more than one event?

Yes. A conversion can be a single event or a combination of events and attributes — for example, a returning customer (attribute) who places an order above a value (event). What makes it a conversion is that you have defined it as the outcome that matters.