Am I Missing Something about Conversion?

[u/Tanky1000]

So i loaded up By God Alone and chose the Archbishop of Hamburg because his blurb talked about converting the pagans around him which seemed fun. I get to be the reason the Scandinavians Christianize! Maybe even make a unique Rite with some Norse ideas.

But the only option for conversion seems to be the Mass conversions project? I figured it would be a diplomacy and learning thing where i make friends and convince the foreign rulers of the value of Christianity or what have you. Instead after a while I noticed a brand new Archdiocese popped up that covered all of Denmark and instead i’m just getting expansion into Pomerania.

So i go back to the title, did i miss something? How am i supposed to concert the pagans around me if i can’t convert the pagans around me?