Purchase, often termed a “conversion” in marketing, refers to a prospect crossing the line and buying your product or service, becoming a customer.

A purchase signifies an exchange of currency for goods/services, indicating a sale and creating a new customer for your business. In marketing terms, it’s the payoff for generating awareness, engagement, and consideration, and it sets the next stage for the customer’s journey.

In marketing, a purchase marks the end of one part of the customer’s journey — and the start of another. Once a customer buys your product, they are now primed to work toward the ultimate payoff in marketing: Becoming an advocate.