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Conversion Refers to the moment customers buy, but it can also refer to signing up for a seminar, joining a discussion, subscribing to a newsletter, etc. Cost per conversion should top your list of important numbers to track.

As an example, say you spend $30,000 on an ad campaign buying 1 million impressions. If 5 percent of your 5,000 visitors buy something, you have made 250 sales, at a conversion cost of $125 per sale.