What is a Conversion?
In marketing, including mobile, conversion occurs when a user does something in response to a call-to-action placed in an ad, an offer, or a notification. What the action is that qualifies as a “conversion” can vary – it could be a download or install, a sign-up, or a purchase.
Why Are Conversions Important?
KPIs associated with conversion are key to assessing the effectiveness of marketing campaigns. You can only determine your ROAS (return on ad spend) if you measure how much users convert with respect to that spend.
Reference: “Adjust,” Retrieved – 23 April 2018