What types of user actions can Conversion Tracking monitor?

Conversion Tracking in Marketo Engage is designed to monitor key actions that indicate successful interactions with a marketing campaign. Specifically, it focuses on high-value interactions that typically lead to conversions. Form submissions and purchases are prime examples of such actions because they signify that a prospect has engaged to the extent of providing their information or completing a transaction.

Monitoring form submissions is essential as it reflects a user's interest and intention, often leading to further nurturing opportunities. Additionally, tracking purchases provides insights into revenue generation and customer acquisition, which are critical metrics for evaluating the effectiveness of marketing efforts. By focusing on these types of actions, businesses can gain a clearer understanding of their return on investment (ROI) and optimize their marketing strategies accordingly.

In contrast, other options like only tracking email open rates, social media follows, or website visits may not directly indicate a meaningful conversion. Email open rates, for instance, measure engagement but do not necessarily lead to an actionable outcome. Social media follows and website visits are also valuable metrics, but they do not directly translate to conversions that directly contribute to business objectives as form submissions and purchases do.