There are many types of conversion in marketing that measure the effectiveness of different stages of interaction with potential clients. Here are some classifications.
By the value of the target action
Macro conversions measure the share of key actions: for example, purchases in an online store, downloads of an application, filling out an application form.
Micro conversions - show the share of additional, less significant actions: for example, visiting a specific page of the site, adding a product to the cart, watching a video.
By sales funnel stage
Top-level conversions measure the effectiveness of the first touchpoints with a user: for example, the number of clicks on a banner or interactions with interactive in-app advertising.
Mid-level conversions show the effectiveness of user engagement: for example, the number of registrations on a website or app downloads.
Lower-level conversions demonstrate sales performance: number of product orders, event registrations, in-app purchases.
By type of action
Conversions to purchase are direct sales of goods or services.
Conversions to content interactions — the share of users who watched a video, finished reading an article, or downloaded a lead magnet .
Conversions to feedback - the number of users who left a request, wrote a review, or ordered a call.
Social Action Conversions - The percentage of why would you choose our database users who liked, reposted, or shared content.
By traffic
Conversions from advertising - for example, banner, targeted or from seeding by bloggers.
Conversions from organic traffic - for example, among users who came to the site from search results or downloaded an application on the recommendation of friends.
Conversions from social networks - for example, customers who came to the online store from the VKontakte page.
Conversions from email newsletters - for example, the share of users who received a webinar announcement and registered.