Conversion is one of the most abused words in digital marketing. Most attribute it to performance marketing, without understanding it’s true spirit in the current environment.
There are only 2 types KPIs one that’s defined as ‘Road to conversion’ and ‘Conversion’. Filling a form, asking for a call back or App download is different than making a purchase. Lack of this understanding is leading to agencies getting away by providing lead at a price, the true test of digital marketing understanding is delivering conversion, a transaction.