A conversion is a desired action someone takes after interacting with social media content or ads.
Conversions can include purchases, signups, downloads, demo bookings, form submissions, app installs, or messages.
The right conversion depends on the business goal and where the audience is in the customer journey.
Social conversions can happen immediately or after several touches, so reporting often needs attribution context instead of judging one post in isolation.
Whatever action your goal defines: a purchase, signup, demo booking, download, form submission, or even a DM. The key is deciding what counts before the campaign starts.
UTM parameters on links, platform pixels or conversion APIs on your site, and unique promo codes or landing pages. Each covers gaps the others miss.
People rarely convert on first touch. They see a post, remember it, and search or type your URL days later, which analytics tools credit to other channels. Dark social sharing hides even more of the path.