The percentage of user actions taken after total clicks on a display ad or other digital asset. Your marketing strategy defines your actions, which commonly include clicking on a second link, downloading an asset such as a B2B (business-to-business) white paper, or signing up to receive special retail offers. The formula is: clicks / actions = conversion rate. The higher your conversion, the more successful your campaign.
Whether you choose to do your marketing online or offline, one thing does not change. This is the concept that no single marketing strategy will be as effective as a combination of two or more marketing strategies.