A conversion is a direct contact initiated by a potential client in response to a marketing effort. This includes:

• Phone calls (manually dialed or auto-connected and answered)

• Text messages

• Form submissions

• Web chat conversations

• Any other direct, traceable communication attempt from a client to a pregnancy center

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Conversions are sometimes referred to interchangeably as "leads" or "contacts," but the defining characteristic is that the individual went beyond a website visit or a paid ad click and took action to reach out to the center.

We recognize that within the pregnancy center movement, some centers may use the term conversion to refer specifically to clients who arrive for an appointment. While this usage is understandable, it is essential to distinguish between:

• Marketing Conversions (contacts made through marketing efforts)

• Appointment Conversions (clients who schedule and attend appointments)
   

For the purposes of marketing reports, PLMEC defines a conversion as the initial contact made by a potential client. This is the standard definition used across the broader marketing industry and should be consistently applied when reporting on marketing outcomes.

A conversion is not:

• A click on a call button

• A click on a widget 

• A page view or time spent on a landing page

• Any engagement that does not result in a direct contact
   

While these actions may show curiosity, they do not show sufficient engagement and interest to be counted as a conversion. For instance: 

• A user may click a phone link but never place the call.

• A visitor may open a web chat but never send a message.

• Tracking these as conversions leads to inflated and misleading data.

 The PLMEC recommends that pregnancy centers and their marketing partners utilize conversion tracking software to accurately measure true client contacts.

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Look for tools that provide:

• Accurate call attribution

• Monitoring of missed calls

• Insight into response times

• True schedule and show rate tracking

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Why This Matters​

Establishing a clear, ethical definition of a conversion ensures pregnancy centers are receiving accurate, actionable data. It also protects the integrity of our movement by ensuring transparency and accountability in all marketing efforts.

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We urge all partners and vendors to align with this standard to ensure transparency in marketing efforts and clarity in reporting.

Learn more at www.plmec.org.