Conversion

Conversion explained

Start with the business task. A submitted form can be measured technically; whether it contains a suitable enquiry becomes clear through assessment. Define separately when an event fires and when the business condition is met. Clicking “Submit” should not count as an accepted enquiry when the form returns an error.

Main goals and intermediate steps answer different questions. An order may be a main goal, while a saved product configuration is an intermediate step. Whether that step predicts later completions needs investigation. The classification itself does not turn it into revenue.

Record the counting rule, attribution window, value and data source. Several advertising reports may claim the same order. Adding their totals does not automatically produce a count of distinct orders. Separate observed and modelled values, and campaign attribution from additional effects.

Tool terminology also differs: Google distinguishes Analytics key events from conversions in an advertising context. Clarify the actual meaning when handing data over. The creative idea, working user journey and checked measurement need to describe the same goal action.