A conversion indicates the reaching of a specific objective by one or more visitors during navigation of the site. Conversions have taken on a key role in measuring the effectiveness of advertising campaigns and of the ROIs achieved, regardless of the type of site monitored.

There are many ways in which user behaviour can be leveraged to reach strategic objectives (conversions), and every site can define and re-define its own objectives on an ongoing basis.

Examples of classic conversions are:

• signing up for a newsletter
• printing, saving, downloading special content
• reaching a specific page
• staying on the site for a given length of time
• viewing a certain number of pages
• clicking on links or on promotional messages
• purchasing a product
• requesting more information
• accessing the shopping cart