What is considered as a conversion?

There are a different type of widgets and each widget has its own criteria for the conversion.

Widget Button and a Link:

For the Widget as a Button and Link, anyone who clicks on a call-to-action link or a button. The conversion will be fired. 

Leadgen/Form:

For the lead-gen forms, it is a must that the visitor inputs their data for the visit to be marked as a conversion.

Retargeting Pixels and URL Shortener:

For Retargeting pixels and a URL shortener, visits will be automatically marked as a conversion. As for retargeting, each visit will have the pixel fired which leads to the conversion.