In the context of web and app events, a conversion occurs when a user advances from one category to another based on the performance of a certain action. Popular conversion actions include mobile app download, user sign-up, and purchase.

Conversions will vary depending on the particular business model you and your marketing or growth team have employed, as well as the industry and growth stage of your brand. For example, a conversion for an eCommerce company could be as simple as someone making a purchase. Companies that offer monthly services, however, may define a conversion as a user signing up for a subscription. A conversion can also be simpler—in this case, for example, a conversion could be as simple as an app download or creating a profile.

There are a number of ways to strategically optimize conversion rates for web, app, and cross-platform brands. The strategy and approach, of course, differs according to the conversion rate you’ve selected for your business. On our blog, we’ve shared helpful guides for getting more mobile app downloads and increasing in-app purchases, for instance. It’s also important to make sure you’re tracking web and app conversions in a streamlined, efficient manner. (You can also click here to learn how Instacart improved their conversion rate by 6x.)

Generally speaking, a conversion is when a user takes an action that you want them to take. This action is usually tied to KPIs, and is an indicator that the user has moved from one stage of the lifecycle to another.