Glossary · Leads and conversion
Conversion
A visitor action the business has deliberately defined as meaningful progress toward an outcome.
Definition
A conversion can be a qualified form submission, completed booking, purchase, phone call, directions request, or another valuable action. Primary conversions represent real business outcomes more closely; secondary events can indicate engagement without becoming leads.
Why it matters
Conversion definitions determine what gets optimized and reported. A bad definition can reward activity that produces no business value.
Common misunderstanding
A button click is not necessarily a completed outcome, and more conversions are not automatically better if lead quality falls.
Related terms
Related system family: Measurement & Search Signals
Sources
- Google Analytics Data API overview (opens in a new tab) · Google for Developers
Last reviewed July 16, 2026