A conversion event is any tracked action an advertiser designates as meaningful — standard events like Purchase, Lead, or CompleteRegistration, or fully custom events defined for something specific to the business, like 'Trial Started' or 'Deposit Made.' The campaign's optimization event determines exactly which conversion event the delivery system is trying to maximize.
Setting up the right conversion event hierarchy at the start of an account build avoids a common failure mode where a campaign optimizes for an easy, low-value event (like a page view) because a more meaningful event further down the funnel was never properly configured to fire.
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