Conversion refers to any measurable action that moves a prospect further through the buyer journey. This could be submitting a form, downloading content, or scheduling a demo. It’s the bridge between awareness and revenue.
In B2B marketing, conversion tracking ties every channel’s performance back to business outcomes, enabling data-driven optimisation.
The key is understanding context: not all conversions are equal. High-intent actions, like demo requests, carry greater value than micro-conversions such as blog clicks. Effective reporting recognises these distinctions.