A conversion is a completed action of an activity on your website such as a sign up, a download or a purchase. There are different categories of reports for conversions such as Goals, E-commerce, Multi-Channel Funnels and Attribution. Goals are defined in Google Analytics. E-commerce conversions are tracked with JavaScript code on your shopping cart page or pages that collect information on each transaction. Multi-channel funnels reports show the sequences of interactions such as clicks/referrals from channels that lead to each conversion. The interactions that lead up to a conversion is also called conversion paths. Attribution Model Comparison requires goals or e-commerce tracking to be enabled and lets you compare how effective your channels are.