{"id":227,"count":0,"description":"","link":"https:\/\/tenjin.com\/zh\/glossary\/conversion\/","name":"Conversion \u8f6c\u5316","slug":"conversion","taxonomy":"glossaries","parent":0,"meta":{"status":["1","1"],"order":["0","0"],"glossary_term_description":["
\r\n\r\nDefinition:<\/b>\r\n\r\nA conversion is when a user completes a desired action after interacting with an ad or marketing campaign. In mobile marketing, this could be an app install, an in-app purchase, a subscription, or any other goal a marketer defines as valuable. <\/span>\r\n\r\nConversion in Mobile Marketing:\u00a0<\/b>\r\n\r\nA conversion in mobile marketing is when a user completes a desired action after interacting with an ad or campaign. This could be an app install, an in-app purchase, a subscription, or a re-engagement. Conversions are measured by total count or mobile conversion rate, and they connect ad spend directly to real business outcomes like ROAS and LTV.<\/span>\r\n\r\n<\/div>\r\n\r\n

What is a Conversion?<\/h2>\r\n\r\n\r\n\r\n\r\nA conversion marks the moment a user does what you wanted them to do. That goal changes depending on your campaign. For a user acquisition campaign, the conversion might be an app install. For a re-engagement campaign, it could be completing a purchase or returning to a level they abandoned.<\/span>\r\n\r\nIn mobile marketing specifically, conversions are one of the most important metrics for evaluating campaign performance. They connect your ad spend directly to real user actions, which makes them the bridge between marketing activity and business results.<\/span>\r\n\r\nIt is worth noting that conversions are different from organic installs. Only users who are attributed to an ad campaign count as conversions. Users who find and install your app on their own are labeled as organic.<\/span>\r\n

Types of Conversions in Mobile Marketing<\/span><\/h2>\r\nConversions are not one-size-fits-all. The right conversion event depends on your app, your campaign objective, and what stage of the funnel you are targeting.<\/span>\r\n\r\nCommon conversion types include:<\/span>\r\n

App Installs<\/b>\u00a0<\/span><\/h4>\r\nThe most fundamental conversion in mobile UA. A user sees or clicks an ad, downloads the app, and opens it for the first time. This is the starting point for most user acquisition campaigns.<\/span>\r\n

In-App Purchases<\/b>\u00a0<\/span><\/h4>\r\nA user makes a real-money transaction inside your app. For gaming apps, this could be buying currency, unlocking a character, or removing ads. For e-commerce apps, it could be completing a checkout.<\/span>\r\n

Subscriptions<\/b>\u00a0<\/span><\/h4>\r\nA user signs up for a recurring payment plan. Common in streaming, fitness, and productivity apps, subscriptions are high-value conversions because they signal long-term commitment.<\/span>\r\n

Registrations and Sign-Ups<\/b>\u00a0<\/span><\/h4>\r\nA user creates an account or completes an onboarding step. This is often used as a conversion event when immediate monetization is not the goal but building a user base is.<\/span>\r\n

Re-Engagements<\/b>\u00a0<\/span><\/h4>\r\nAn existing user returns to your app after a period of inactivity, triggered by a retargeting or re-engagement campaign. These conversions have different attribution logic than fresh installs.<\/span>\r\n

How Conversions Are Measured<\/span><\/h2>\r\nConversions are measured by tracking the number of users who completed a defined goal within a campaign. The two most common ways to look at this are:<\/span>\r\n\r\nConversion Count<\/b> The raw number of users who completed the desired action. Useful for understanding total volume and campaign reach.<\/span>\r\n\r\nMobile Conversion Rate<\/b> The percentage of users who converted out of the total who were exposed to or clicked on your ad. This is calculated as:<\/span>\r\n
Conversion Rate = (Conversions \/ Total Clicks or Impressions) x 100<\/span><\/pre>\r\n \r\n\r\nThe <\/span>mobile conversion rate<\/b> is a key indicator of how well your creative, targeting, and landing experience are working together. A low rate does not always mean the ad is underperforming. It could point to friction in the post-click experience, a mismatch between audience and offer, or an attribution window that needs adjusting.<\/span>\r\n
Why Conversions Matter<\/span><\/h2>\r\nConversions are not just a vanity metric. They are one of the clearest signals you have about whether your marketing is working. Here is why tracking them carefully pays off:<\/span>\r\n\r\nThey reveal what is actually driving results<\/b>\r\n\r\nBy tracking conversions at the campaign, network, and creative level, you can see exactly which combinations are delivering the outcomes you care about. This removes the guesswork from budget allocation.<\/span>\r\n\r\nThey connect spend to revenue<\/b>\r\n\r\nConversion data feeds directly into ROAS and ROI calculations. Without it, you are estimating returns rather than measuring them. With it, you can make confident decisions about where to scale and where to cut.<\/span>\r\n\r\nThey improve your understanding of the funnel<\/b>\r\n\r\nTracking conversions at different stages, from install to registration to purchase, shows you where users are dropping off. That insight is as valuable for product teams as it is for marketers.<\/span>\r\n\r\nThey support better retention strategies<\/b>\r\n\r\nUsers who have converted once are more likely to convert again. Conversion data helps you identify high-value segments and build re-engagement strategies around them.<\/span>\r\n
Key Conversion Metrics to Track<\/span><\/h2>\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n
Metric<\/b><\/td>\r\nWhat It Tells You<\/b><\/td>\r\n<\/tr>\r\n
Total Conversions<\/b><\/td>\r\nOverall volume of users who completed your goal<\/span><\/td>\r\n<\/tr>\r\n
Mobile Conversion Rate<\/b><\/td>\r\nPercentage of users who converted from your audience<\/span><\/td>\r\n<\/tr>\r\n
Cost Per Conversion<\/b><\/td>\r\nHow much you spent to generate each conversion<\/span><\/td>\r\n<\/tr>\r\n
ROAS<\/b><\/td>\r\nRevenue generated relative to ad spend<\/span><\/td>\r\n<\/tr>\r\n
LTV<\/b><\/td>\r\nLong-term value of converted users over time<\/span><\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n
How Tenjin Tracks Conversions<\/span><\/h2>\r\nTenjin attributes conversions based on data collected from ad networks and MMP integrations. Each conversion is linked to a specific campaign, ad network, and creative where available. This gives you granular visibility into performance at every level, without needing a separate data team to make sense of it.<\/span>\r\n\r\nWith Tenjin, you can:<\/span>\r\n