With any marketing campaign, it’s important to outline your desired outcome beforehand so you can accurately measure the campaigns success. For example, a goal could be for a visitor to make a purchase exceeding $20. A goal could be for new visitors to watch an introductory video. A goal could be for returning visitors to sign up for your newsletter. No matter what goals you decide to track, it’s important to ensure that you have a system or service in place to track when each goal is met and then considered to be a “conversion.” When a visitor completes a goal, you have converted him or her from a casual visitor to an engaged viewer (or buyer).