What a conversion is (and which conversions to measure)
A conversion is any valuable action you want a visitor to take: a sale, a completed form, a phone call, a booking. Without defined conversions, your marketing has no target.
In short
- ✓Conversion = the valuable action you want from a visitor
- ✓Primary conversion = the sale/lead; secondary = a step towards it
- ✓Define them BEFORE you run ads
- ✓Without conversions, optimisation is blind
Primary vs secondary
The primary conversion is the end goal: a sale, lead or booking.
A secondary conversion is a step along the way: adding to basket, watching a video, clicking a phone number. Useful, but don't confuse them with the result.
What to measure
For ecommerce: the sale (with value). For services: form submitted, phone call, quote request.
Choose 1–3 clear primary conversions. Too many "goals" confuse the algorithms.
📌 Concrete example
A service business sets "form submitted + phone call" as primary, and "WhatsApp click" as secondary. Google and Meta optimise towards the primary ones, using the secondary as a signal.
Common mistakes
- ⚠️Defining no conversion at all and optimising for traffic.
- ⚠️Marking everything as primary — the algorithm no longer knows what matters.
What to keep an eye on
- →The number of primary conversions
- →Whether they're recorded correctly (test it!)
How eFlo helps you
eFlo defines and sets up the right conversions for your business, so the platforms optimise towards what truly matters.
Want to see how your business is doing?
eFlo turns concepts into tasks, reports and recommendations for your account.
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