Conversion Rate
Conversion rate is the percentage of visitors or sessions that complete a desired action, such as submitting a form, making a purchase, or booking a call. It is calculated by dividing conversions by the total number of visitors or sessions in the same period, then multiplying by 100.
Why It Matters
Conversion rate turns raw traffic into a measure of effectiveness. Two campaigns can send the same number of visitors, but the one with a higher conversion rate produces more customers per dollar, revealing where to invest and where the funnel leaks.
Common Mistake
Comparing conversion rates across wildly different traffic sources or intent levels as if they are equivalent. Branded search and cold display traffic convert very differently, so a blended average can hide both a winner and a loser.