What does 'conversion' refer to in digital advertising?

In digital advertising, 'conversion' specifically refers to the successful completion of a desired action that a marketer is encouraging a user to take after interacting with an ad. This often includes actions that lead directly to a sale, which is why a click on an ad leading to a sale accurately captures this definition.

Conversions can encompass a variety of actions beyond just making a purchase; these can include signing up for a newsletter, submitting a contact form, or downloading a resource. However, in the context of the answer chosen, emphasizing a click resulting in a sale highlights a direct and tangible outcome that marketers seek to achieve through their advertising efforts. This linked relationship between user engagement (click) and a key performance outcome (sale) is critical for assessing the effectiveness and ROI (Return on Investment) of digital campaigns.

Other options like completing a user survey, measuring impression counts, or counting website visitors describe separate metrics that do not directly equate to the successful fulfillment of a marketing goal as defined by 'conversion'.