The percentage of clicks (or Are the primary actions people take with your ads. For example, clicks on a text ad, views of a video ad, calls for a call-only ad and so forth. You are typically charged for an interaction with your ad.... Always-R Glossary) that result in a A conversion is reported whenever a user completes a goal or makes a purchase during a session. Each goal will report a maximum of one conversion per session, while every transaction is reported. See also goal completion and ecommerce transaction.... Always-R Glossary.