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.
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.