Conversions refer to success events — they represent actions that marketers want to their audiences to do. There are online conversions — success events that happen on the digital channel, and offline conversions — success events that happen in the physical world. When a user successfully checks out of the advertiser’s e-commerce site, then that’s an example of an online conversion. Another user may go to the advertiser’s brick & mortar location and buy something — an excellent example of offline conversion.
