Different apps and businesses each have unique conversion metrics. They range from social shares, to eCommerce purchases, to media downloads. Despite these differences, they all share one common trait: they have pathways leading up to them. These pathways are called conversion funnels. When you look at your acquisition strategy, it's important to focus on how many of your users are converting. But to really understand how they're engaging with your app, you should be comparing the conversion funnels of users acquired through organic channels versus those of users acquired through marketing.