Conversion rate

Conversion rate is the share of visits that ended in the action you count, usually a purchase. The definition of a visit and of the action must be written down.

Stock photos and example labels, not customers.

Definition

Conversion rate is the share of visits that ended in the action you count, usually a purchase. The definition of a visit and of the action must be written down.

FormulaConversion rate = orders / sessions

Example with made-up numbers: A store gets 20,000 sessions and 500 orders. Conversion rate = 500 / 20,000 = 2.5 percent.

How to use it

Store conversion rate and ad platform conversion rate often disagree, because they count different visits and use different windows. Choose the source, usually the store or analytics, and keep it stable.

Segment it by device and by traffic source before drawing conclusions. A blended number hides most of what is happening.