# Conversion

> What a conversion is in marketing and web analytics, how conversions relate to goals and purchases, and how MIRA FIVE counts them per person.

URL: https://mirafive.io/glossary/conversion  
Updated: 2026-09-26

A conversion is a person reaching an outcome you count, such as buying, signing up or booking a call.

A conversion is the moment a visitor does what you hoped they would. For a shop it is usually an order; for a software company it may be a sign-up, a trial or a demo request. Each business defines its own, and most count more than one.

Conversions become useful when they are tied to where people came from. A channel that sends many visits and few conversions costs attention; a channel with fewer visits and more conversions is often the one to grow. Conversion tracking is the setup that makes this possible: naming the outcome, sending it as an event and joining it to the visit or person that produced it.

## In MIRA FIVE

A conversion is a [goal](https://mirafive.io/glossary/goal) being reached. The goal’s role says what kind: Purchase for buying, Conversion for other successes such as a sign-up or a lead, Intent for a sign that someone wants to buy. Acquisition shows people and buyers for each channel and campaign, a goal’s page shows who reached it and where they first came from, and Funnels count by person or by visit.

## Example

In the Acme Shop’s last 30 days, Email brought 63 people and 9 of them bought, a conversion rate of 14%.

## Read next

### Guides on this

### [How to find where buyers drop out](https://mirafive.io/learn/find-where-buyers-drop-out)

Build a conversion funnel of two to six steps, see where buyers drop out between them, and open the people who stopped. Counted by person or by visit.

### [Why Google Ads reports more sales than your shop](https://mirafive.io/learn/google-ads-reports-more-sales-than-your-shop)

Why Google Ads and Meta report more conversions than your shop has orders, from view-through to modeling and double counting, and how to count each buyer once.

### Related terms

- [Goal](https://mirafive.io/glossary/goal)
- [Conversion rate](https://mirafive.io/glossary/conversion-rate)
- [Buyer](https://mirafive.io/glossary/buyer)
- [Funnel](https://mirafive.io/glossary/funnel)

[All terms](https://mirafive.io/glossary)

## See which channel brings buyers

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