Conversion
A defined action that indicates progress (e.g. lead, signup, purchase). Conversions must have consistent definitions across teams to avoid confusion.
Definition
A defined action that indicates progress (e.g. lead, signup, purchase). Conversions must have consistent definitions across teams to avoid confusion.
More context
A conversion is any measurable step that indicates progress toward your goal. What matters is that conversions are defined consistently (especially across functions) so reporting and prioritization remain aligned.
Why it matters
If “lead” means different things to marketing and sales, the organization can look like it is growing while revenue stalls.
How to use it
Document conversion definitions in KPI Definitions, align owners across functions, and use the definitions in weekly reporting.
Common pitfalls
Using vague conversions (“engagement”), changing conversion definitions to “hit targets”, or tracking conversions with no owner.
Related terms
- KPI Definitions — A shared set of definitions for metrics like “lead” so different teams (e.g. marketing and sales) mean the same thing when they talk about numbers.
- Owner — The accountable person for a metric, area, task, or experiment. Clear ownership prevents work from stalling.
- KPI (Key Performance Indicator) — A measurable number used to guide decisions and evaluate progress. The first step in the process is choosing a KPI that can be measured periodically.
- Pipeline Tracking — A shared view of the sales pipeline used to analyze pipeline efficiency and connect marketing and sales performance.