Conversion Rate

Conversion rate tells you how efficiently a page, campaign, store, or sales process turns total traffic into the outcome you want. It works by dividing the number of successful actions by the number of people who had the opportunity to act, then multiplying by 100 to express the result as a percentage. This makes it easy to compare performance across different periods or channels, even when the visitor counts are very different.

Use this when you want to measure how well a website, ad campaign, landing page, email, or sales funnel turns viewers into buyers, sign-ups, or other goal completions. It is especially useful for comparing two marketing channels or checking whether a change improved performance.

• Using the number of conversions as the denominator instead of total visitors
• Forgetting to multiply by 100 when reporting the rate as a percentage
• Counting repeated actions from the same person as multiple visitors without checking the definition