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The Conversion Manager is the person, agency, or organization that plans and executes the upkeep of the data passing through a Conversion Management platform, taking responsibility for the Conversion Tracking data-capture, enrichment, cleaning, and Conversion-verification of Conversions belonging to a specific organization or website(s).

This role often includes the design, development, and upkeep of the overall Conversion Tracking implementation, in addition to the management of Conversion, due to the overlapping and complimentary skills and experience required for either responsibility.

Agencies that become the Conversion Manager of Record to an organization may assess a management and/or consulting fee for the added benefit of increased Conversion quantity, and the increased average value per conversion benefits. Typically agency Conversion Management fees are an inconsequential consideration due to the strong business case that exists in benefiting from revenue increases valued greater than the fees paid to receive them.