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Conversion, Conversion Factor or Conversion Rate
Conversion occurs when the visitors conducts a transaction (such as buying a product, registering for a newsletter, and so on). In the context of AdWords, conversion is the final step of a successful clickthrough. The conversion rate is the percentage of visitors that complete such a transaction, and is used to judge the effectiveness (and return on investment) of visitors acquired through campaigns such as Pay-Per-Click.
Effective conversion tracking requires web analytics tools which use of some scripting/cookies to track visitors actions within a website.
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