Conversion refers to the process of turning a user into someone who completes a desired action.

This means a user performs a specific action that has been defined beforehand – such as making a purchase, signing up, or clicking a link.

Typical conversions include:

• Buying a product
• Signing up for a newsletter
• Downloading an app
• Clicking on an affiliate link

In influencer marketing, conversion is a key metric because it shows how effective a campaign really is—not just in generating reach, but in delivering actual results.

The conversion rate is often used as well. It measures the percentage of users who complete the desired action compared to the total number of users.