Any good marketer worth their salt will develop a campaign that gives you mind-blowing conversions. In our line of work, most of the campaigns involve building online armies of activists. To assemble that army, we need to compel people to join the cause—we need them to convert. That’s why our conversion rate and the cost of those conversions is one of the most important metrics I look at when we’re running campaigns. The proof is in the pudding: if our conversion rates suck, our campaign sucks. It’s that simple. And if conversion costs are too high, we’re not running the most effective campaign possible. We also pay attention to conversion rates because in reality, conversion rates are a measure of persuasion. It’s a measure of influence.