Conversions are the lifeblood of online business. All of our SEO campaigns are associated with conversions to generate leads, build relationships or make sales — meaning that these are the end goal. We should be reporting on conversions; otherwise, we are really only reporting on part of the picture. Setting the right expectations about the conversions that matter is the cornerstone to perceived success. If different conversions are lumped and reported together it becomes meaningless and lacks the details needed. Whether it is event signups, the number of inquiries received, downloaded directions, reservation bookings, or items added to your shopping cart, you should have unique sections for them in your report. Thanks to improvements in Natural Language Processing and SEO, Google's algorithm can now determine the meaning, sentiment, and the overall picture of your website better. Your reports can show how to improve your conversion rates.