Conversions

In relation to social media, conversions refer to the particular actions that users undertake in response to a post, advertisement, or any other content type that aligns with the brand or campaign's goals and converts them from passively engaging with the content to more actively interacting with it in a way that produces measurable outcomes. This conversion process can take various forms, with some of the most popular among brands being having a user click through to their website, sign up for an e-mail list, or make a purchase. Because conversions tend to signal a more significant moment during the customer journey—from merely being aware of something to having a more profound and direct interaction with it—they've become perhaps the most vital sign of a social media marketing strategy's 'success.

' Working from the premise that a user who directly engages with a post or ad in a manner that's traditionally defined as a conversion is, in general, going to be more likely to feel some emotional or cognitive connection to that post or ad and perhaps follow it up with an additional interaction—or in some cases, a purchase—that's the working logic of social media marketing.