What is a conversion in media buying?

A conversion in media buying refers to a specific action taken by a user that fulfills a campaign goal. This could include various actions such as making a purchase, signing up for a newsletter, downloading an app, or completing a contact form. The effectiveness of media buying campaigns is often evaluated based on these conversions, as they indicate whether the campaign met its intended objectives.

The measurement of conversions is crucial because it provides insight into the return on investment (ROI) of advertising efforts. By tracking conversions, advertisers can determine which aspects of a campaign are working effectively and which may need adjustment. Ultimately, a clear understanding of what constitutes a conversion allows advertisers to optimize their strategies to drive more of these desired actions from their target audience.