Conversion

A conversion is completion of a predefined desired action, such as a purchase, registration or enquiry. These actions need not acquire a new customer: Google's examples of actions include purchases and signups.[2] GA4 calls important measured events key events, with purchase among its default examples.[1] Define the business action before interpreting the count.

For a store, distinguish an intermediate step such as starting checkout from the final sales outcome. Both may deserve measurement, but should not be combined and labelled completed orders without explanation. Specify whether repeated actions by the same customer count separately. An existing customer placing an order completes a purchase conversion but does not represent a newly acquired customer.