To make online advertising easy to track, and to keep a record of the number of customers who have benefitted from your online business, or to check if you have successfully managed to meet a business goal, conversions are essential. Conversion can be defined as the completion of any desired goal as uniquely defined by your business. A conversion could be any of the following actions; a product sale, lead completion, phone call, email, filled out the survey, receiving feedback or having site URL shared among users.