Formula
Conversion rate = Conversions ÷ Visitors × 100Formula and example
Conversion rate is conversions divided by the chosen audience, multiplied by 100. With 250 purchases from 10,000 sessions, the session conversion rate is 2.5%.
Visitors or sessions?
Either can be valid, but they answer different questions. A user may create several sessions, so user conversion rate and session conversion rate should never be compared without labels.
Define the conversion
Orders, qualified leads, trial starts and button clicks carry different business value. Keep the event definition, attribution window and denominator unchanged when comparing periods.
Assumptions
- Numerator and denominator cover the same period and audience.
Sources and methodology
CalcMotive publishes the formula and assumptions so you can decide whether the estimate fits your use case. See our methodology standards.