Definition
A conversion is a desired action taken after exposure. Often, perhaps ideally, a conversion is a sale. [1]
Time to conversion is the delay between exposure and desired action. This varies by category. Lower-cost products bought more frequently generally take less time, while big-ticket items take more. [1]
References
- Jack Neff, “Measurement glossary—what marketers and agencies need to know,” Ad Age, May 21,2025; https://adage.com/media/measurement/aa-measurement-glossary/