A conversion event is a tracked action that indicates a business outcome, such as a purchase, sign-up, or completed booking. In advertising, companies use these events to measure campaign performance and help platforms decide where to allocate ad spending.
Events may be sent from websites, apps, customer databases, or offline sales systems to advertising platforms, sometimes through server-side integrations. Because they can include identifiers and other customer data, conversion pipelines need appropriate consent handling, access controls, and data minimization. Security teams should also monitor for unauthorized changes, misrouted events, and duplicate or missing records, which can undermine both privacy and measurement accuracy.