A conversion is the goal that your retargeting campaign is attempting to achieve. It can be anything from a free trial download to a product purchase.
Our dashboard measures two different types of conversions: click-through conversions (CTC) and view-through conversions (VTC):
CTC is counted when a user clicks an ad and then converts as a direct result.
VTC counts customers who were shown an ad and did not click on it, but converted later.