In plain English
A meaningful action selected for a website’s particular goal, such as a suitable enquiry, booking or completed purchase.
Why it matters
This instrument can help answer a focused measurement question when it is connected to a real objective and read alongside relevant context.
Example
A small organisation records this signal for a defined page and period, then compares it with related instruments before deciding whether to investigate a change.
Common misunderstanding
The website defines the goal. A conversion is not automatically a sale, and tracking may not capture every action.