Glossary

Conversion

A conversion occurs when an individual performs a specific valuable action. The action will vary based on the goal of the marketing message. For example, if a business wants to build an email contact list, they may offer a free whitepaper with a newsletter signup. The newsletter signup is the conversion point. When developing a marketing campaign, it is important to have a clear call to action in order to guide the recipient through the funnel to the conversion point.

A conversion occurs when an individual performs a specific valuable action. The action will vary based on the goal of the marketing message. For example, if a business wants to build an email contact list, they may offer a free whitepaper with a newsletter signup. The newsletter signup is the conversion point. When developing a marketing campaign, it is important to have a clear call to action in order to guide the recipient through the funnel to the conversion point.

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Click-through rate (CTR)
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