Analytics & Tracking

Conversion Tracking

Quick Definition

Conversion tracking is the system of capturing user actions that represent business value, attributing them to source, and reporting on them.

In context

Stack: GA4 + GTM for event firing, with conversions marked in GA4. Add call tracking (CallRail, WhatConverts) for phone-driven businesses. Connect to revenue values for true ROI measurement.

Have a question this didn't answer?

Book a free 60-minute strategy call. We'll explain how this concept applies to your specific situation.

Book a Free Call Browse 50+ Detailed Answers

Related terms

Conversion

A conversion is any meaningful user action you track — form submission, phone call, booking, purchase, video play, file download.

Session

A session is a group of user interactions on your site within a defined timeframe (default 30 minutes of inactivity).

Conversion API (CAPI)

Conversion API is the server-to-server measurement protocol used by Meta, Google, TikTok, and others to send conversion events directly from your server to the ad platform — bypassing browser-side tracking constraints.

Search Console API

The Search Console API exposes Google Search Console data programmatically — query / page / date breakdowns of impressions, clicks, position, and CTR — beyond the dashboard's UI limits.

Event Tracking

Event tracking records specific user interactions — clicks, scrolls, video plays, downloads — beyond standard pageviews.

Active Users

Active users are those who have at least one engaged session in a given timeframe.

Back to all terms