A conversion is a desired action that a visitor performs on your website:a purchase,a form completion, a phone call or a download. Conversions are the core of any performance-oriented online marketing strategy and the ultimate goal of SEA, SEO and CRO.Types of conversions There are macro and micro conversions.A macro conversion is the primary objective:SEApurchaseSEOquoteCROmicro-conversion

is a valuable

intermediate step that signals purchase intent, such as adding to the shopping cart or viewing a contact page. Both are measurable through conversion tracking. Measuring conversion in GoogleMicro Conversionconversion tracking allows you to link a specific action to an ad click. With this, Google automatically calculates the CPA and ROAS.Use Google Analytics 4 asConversion Trackinga

complete picture of the customer

journey. ImproveGoogle Adsrate Improvements to the landing page, loading time and call-to-action have a direct effect on the conversion rate. This is the domain of CROCPAeveryROASimprovementGoogle Analytics 4your CPA.What is a good conversion rate? On average, the

conversion rate for

e-commerce is 1 toLanding PageB2B leadCall to Actionthis ranges from 2 to 10Conversion Ratedepending on the industryCROquality of traffic. Does a shopping cart count as a

conversion?A shopping cart is a

micro conversion;a purchase is the macro conversion. Both are useful to measure and optimize. Can a visitor count multiple conversions in one session? In Google Ads you can set whether

each conversion action counts as unique

or repeated. More at developers.google.com/search.