Define and track conversions

Defining and tracking conversions is a key responsibility of digital marketing specialists. These high-level conversion definitions state the desired outcomes and provide the direction of the marketing efforts of the company to maximize the customer base and to influence customer purchase behavior.

Conversion definitions need to state:

• Which interactions, coming from the system, are considered as conversion events in different scenarios and for different visitor segments
• Specific time period, or conversion window, for which the conversion is tracked
• Characterization of the visitors whose behavior is to be tracked