Conversion metrics are an extension of standard visitor metrics. They focus on telling the story behind the valuable actions that users can take on your website. These are generally actions that impact commercial performance, such as revenue totals, conversion rates, and so on.

There are a number of common conversion metrics within Google Analytics. They can all be viewed in the Traffic reports, so you can see how much value each of the different channels is driving. Common conversion metrics include:

  • Goals – the number of valuable actions taken on the site, including sales, leads, or downloads
  • Conversion Rate – the percentage of visitors that complete a goal
  • Transactions – the number of individual sales or shopping basket items sold on an ecommerce website
  • Revenue – the monetary value of the ecommerce sales

You can start to determine the value of the campaigns from your different digital marketing channels by looking at the number of goals and transactions from each channel, the conversion rates, and the cost per conversion. With these three data points, you can decide if a channel is profitable in relation to its time and cost investment.