Conversion rate
The numerator is the number that convert, while the denominator is the population that had a fair opportunity to convert. The action may be a purchase, signup, activation milestone, feature use, or form completion. Teams should specify the unit, time window, and attribution rule, then segment the rate to identify where changes occur. Conversion rate alone does not show conversion value or long-term quality.
What is Conversion rate?
Conversion rate is the percentage of eligible users, sessions, or visitors who complete a defined target action.
Why it matters
The numerator is the number that convert, while the denominator is the population that had a fair opportunity to convert. The action may be a purchase, signup, activation milestone, feature use, or form completion. Teams should specify the unit, time window, and attribution rule, then segment the rate to identify where changes occur. Conversion rate alone does not show conversion value or long-term quality.
Example
If 500 of 10,000 product-page visitors complete a purchase, the visitor-to-purchase conversion rate is 5%.