A conversion goal is an event you'd like to see happen on your web site. It might be someone signing up for your service, or making a purchase. It's the end goal you want your visitors to achieve.
These events are tracked based on the URL or an action on your website, or by an in-app event for mobile apps. For example, if you wanted to track someone signing up for your service and users who do that are sent to /thankyou.html after they sign up, that's the URL you'd use when creating that as a conversion goal.
Common conversions to track would include:
- Filling out a sign-up form and submitting it
- Filling out a Contact-Us form and submitting it
- Completing a purchase
- Adding an item to a cart
Any time you want a user to do a task, that's a conversion that can be tracked.