Measuring, tracking and analysis of customers taking conversion actions is often referred to as conversion analytics. This enables you to go deeper and see where, how and why customers are converting. And then to go deeper, to find areas of improvement.
Additional conversion metrics you may evaluate:
- Conversion by traffic source, and conversion by traffic source by device
- Conversion by geography
- Conversion by time of day
- Conversion by piece of content, or URL/internal source
These will help you do a bit of a conversion audit and identify opportunities to increase conversions and/or conversion rate.