A conversion is a completed action by a customer—such as a purchase—that a brand is working to encourage.


A conversion occurs when a brand successfully encourages a customer to carry out a particular desired action. That could be making a purchase, clicking on a digital ad, opening an app, signing up for a newsletter, or any number of other possible goals. Brands commonly rely on advertising and customer outreach channels (such as email and push notifications) to drive conversions as part of their larger engagement, retention, and monetization strategies. By tracking conversions, brands can gain a better understanding of what factors influence their customers’ behavior, as well as how members of their audience are progressing along their customer journey.

“Because our brand makes its money through in-app advertising instead of purchases, the conversion we focus on the most is app opens.”