Conversion
The action you want to happen: an order, an enquiry, a call. Everything else in a report is intermediate.
Why it matters when you read an offer
This is the word that turns a report into something checkable. A report without conversions is a report about activity, and activity is not what you are paying for.
What it looks like in an offer
We will raise conversions, with no record of which exact action counts as one and where you will see the number. Definition first, promise second.