With reference to display media and search media, conversion tracking is the measurement of media performance with reference to campaign key performance indicators (KPIs).
This process functions thanks to a JavaScript tracker or a pixel tracker[1] (when JavaScript is disabled, for instance in emails), which instantaneously records quantitative actions.
Results are cross-referenced with the KPIs, or measures of success, to gauge if the media inventory has achieved its targeting parameters.
Common measures of success include: The rise of programmatic buying has allowed faster and more efficient campaign optimization, therefore the examples above are a snapshot of the multitude of conversion metrics that a campaign can achieve.
Measures of success (KPIs) usually differ by the campaign and creative concept.