Conversions are the successful completion of the desired action by an individual, such as making a purchase, filling out a form, or subscribing to a service. Conversions are an important metric in digital marketing and advertising because they indicate a marketing or advertising campaign's effectiveness in generating the desired action.
Conversion rate is the ratio of the number of conversions to the number of impressions or views of a marketing or advertising campaign. Conversion rate is often used as a measure of the effectiveness of a campaign, and it is calculated by dividing the number of conversions by the number of impressions or views.