Conversion rate
Conversion rate is the proportion of a defined base that completes an action during a period. It is also called a conversion ratio and is usually expressed as a percentage
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
The calculation divides the number of conversion events by the chosen base and multiplies by one hundred. It should explain whether it counts people, sessions, clicks or opportunities and whether one unit can convert several times. Comparing figures with different denominators or rules can lead to incorrect conclusions. The quality and value of the action matter alongside the percentage.
Topics
Variants and linked concepts
- Conversion. A conversion is an action defined as relevant. It can be a purchase, an enquiry or an intermediate step, depending on the objective.
- Conversion factor. Conversion factor and conversion ratio are names that can refer to a proportion. A definition with a clear numerator and denominator is used.
- Conversion ratio. Conversion ratio and conversion rate are used to express the relationship between a completed action and a defined base.