What counts as a conversion determines where the money goes. Counting everything that is easy to measure (clicks, visits, forms) rewards volume. Defining quality events (qualified leads, sales, new customers) points the algorithm and the team toward what matters to the business.
The essentials in a definition
Quality events are conversions that come close to value for the business (qualified lead, sale, active subscription), instead of volume actions (clicks, views, empty forms). Choosing the right event is the most important measurement decision, because platforms optimise for it. Define it with key events and conversion measurement, and send later outcomes through conversion management.
The problem with easy conversions
Measuring “contact request” is simple, but it does not distinguish a real customer from someone asking for information with no intent. The algorithm optimises for the cheapest to obtain, which is usually the least qualified.
When the report shows many conversions and the sales team says there are few opportunities, this is the problem.
What a quality event is
It is an event that signals a step of real value: a lead qualified by the team, an accepted proposal, a completed first purchase, an active subscription, a new customer. It tends to happen later and in smaller numbers, but it reflects the business.
It can be measured on the site (purchase), in the CRM (lead status) or in internal systems (payment, activation).
Choosing the conversion that matters
- Ask sales what a good lead is
- Identify the event closest to the outcome
- Ensure enough volume to learn
- Send the event with value to the platforms
How to define the right events
Ask the sales team what distinguishes a good lead. See which early actions relate to later purchases. Choose an event that happens often enough for the algorithm to learn and that has a strong link to the final outcome.
If the final event is rare, use an intermediate step that is strongly correlated.
If a conversion is easy to get, it is probably worth little.
Implementing and maintaining
Send the events to the platforms with a value attached, where possible. Keep volume events as secondary, for analysis. Review the definition when the business, product or audience changes.
Document what each event means and who may change it. Unannounced changes upset learning and reports.
Decision table
| Business type | Volume event | Quality event |
|---|---|---|
| E-commerce | Product visit | Purchase with margin |
| B2B services | Form submitted | Lead qualified by sales |
| Subscription | Sign-up | Paid, active subscription |
| Local | Click to call | Completed booking |
Common mistakes to avoid
- Optimising for what is easy to measure. The easiest is rarely the most valuable.
- Choosing an event with few occurrences. Without volume, the system does not learn; use an intermediate event.
- Not validating quality. Compare the event with the final outcome in the CRM.
How to measure the result
Calculate, for each event, the pass-through rate to sale and choose as primary the event closest to the sale that has enough volume.
Limits and exceptions
Choosing the right quality event is hard when sales take long, when there are few cases or when lead classification depends on subjective criteria. If the sales team does not record the outcome, the signal is incomplete. Define simple, consistent criteria, train those who record and start with a reliable intermediate event before moving to the final one. Review the choice when the business changes.
Illustrative example
Illustrative example: a B2B company optimised for forms and received many uninterested contacts. It now sends the platform qualified-lead information, validated by sales, and keeps the form as a secondary event. Form volume falls, but the number of booked meetings rises and cost per meeting falls.
Frequently asked questions
Should I stop measuring volume conversions?
No. Keep them as secondary, for analysis and diagnosis.
What if the quality event is rare?
Use a correlated intermediate step and refine over time.
Who defines the main conversion?
Marketing and sales together, with the business as the reference.
What if the quality event has few cases?
Use an intermediate event with more volume that correlates with the final one, and move to the final when there are data.
How many events should I mark?
A few primary ones, with correct values, and the rest as secondary for observation.
Optimise for the event closest to value that has enough volume (qualified lead, purchase with margin, active subscription), validating it against the final outcome in the CRM.
Sources and recommended reading
- Analytics Help: key events
- Google Ads Help: conversion measurement
- Google Ads API: conversion management
Last editorial review: October 2026. Informational content; always confirm current conditions in the official sources before deciding.