Conversion means that the visitor of advertiser's website has made an action which brought profit to the company. There are multiple things affecting conversion rate, which include: quality of the traffic, the idea of the project being advertised, landing page design, content and ease of use. 

Cointraffic provides the targeted audience and helps to create proper ad formats with messaging that engages and prepares users for the action. The most important conversion part is occurring right on the website that is promoted, so both advertising formats and landing page should be correlated and do the job.