The Web analytics module provides a way to track actions performed by your website's visitors and record them as conversions. This is typically done for desired events that somehow benefit the website, such as the registration of a new user, a product order, subscription to a newsletter or similar. Conversions are represented in the system by corresponding tracking objects, which are described in more detail in Managing conversions.
Once an action is defined as a conversion, a conversion hit is logged whenever it occurs. Additionally, a numerical value may be stored along with each hit to indicate its importance. To learn how you can assign conversions to individual types of actions and ensure that they are logged correctly, please refer to the Logging actions as conversions topic.
Once you start tracking conversions on the live site, you can compare the recorded data with the values of other statistics, such as the total amount of visitors. This allows you to evaluate the website and adjust it as necessary.
While simply tracking all conversions that occur on the website can be useful, in many cases you may also require additional information about the context in which the given actions occurred. For this reason, conversion tracking is integrated with several other on‑line marketing features. When used together with Campaign tracking, conversions allow you to record actions only for visitors who arrive on the website in a specific way (e.g. as a result of a marketing campaign).
If you wish to optimize your site to increase its conversion rate (i.e. make it more user friendly to get better results), you may utilize A/B or Multivariate testing. These features allow you to accurately measure how changes made to the content or structure of your website's pages affect the behavior of users.
Conversions only record the total statistics of an action and do not store information about the specific users who performed it, or any other details. This advanced type of tracking can however be achieved by using the Contact Management module. It provides a way to log specific actions as Activities, including various information about the context in which the given action occurred.