A conversion is an action that a customer or prospective customer takes that has been deemed to have a positive impact on business operations. Conversions can range from online goal completions, new customer acquisition, purchases, phone call, store visits, and more. Conversions may also include Key Performance Indicators. In digital marketing, a conversion is an action set up either based on completing an event or landing on a particular page of a website. Conversion setup is a requirement for automated bidding strategies on platforms like Google and Facebook.