What does conversions measure?

• A. The total number of clicks from your ad to your site.
• B. The number of people who clicked from your ad to your site and performed a valued action.
• C. The cost per click of your ad.
• D. The click-through rate of your ad.

Answer: (B)

Conversions measure the completed actions that you define as valuable after a user clicks your ad. These actions—such as a purchase, signup, form submission, or other goal—show that the click led to a meaningful result for your business. This focus on outcomes distinguishes conversions from raw traffic metrics like total clicks, which count visits but not whether a valued action occurred. It also differs from cost per click, which is about price, and click-through rate, which looks at engagement relative to impressions. By tracking conversions, you can evaluate how effectively your ads drive valuable results and optimize campaigns around those goals.