# Conversion

An action the advertiser wants someone to take, such as a purchase or an enquiry.

An action the advertiser wants someone to take, such as a purchase or an enquiry.

## An example

A person clicks a shoe ad and later buys a pair. The purchase is the chosen conversion.

## Why it matters

Define the desired action before measuring a campaign, and state how it is attributed.


## Related terms
- [Campaign](https://jolts.xyz/resources/glossary/campaign)
- [Click-through rate](https://jolts.xyz/resources/glossary/click-through-rate)
- [Cost per click](https://jolts.xyz/resources/glossary/cost-per-click)

## Next step

[Explore advertising](https://jolts.xyz/advertisers) or [monetize your AI app](https://jolts.xyz/publishers).