Conversion Rate

Conversion rate is the percentage of visitors who complete a defined goal action out of the total who arrived through a given channel. It is calculated as (conversions ÷ visits) × 100, where a "conversion" is any predefined action such as a purchase, sign-up, add-to-cart, inquiry, or download.

Because it measures how effectively incoming traffic turns into results rather than the volume of traffic itself, conversion rate shows how efficiently a marketing effort or website meets its goal. High traffic paired with a low conversion rate signals room to improve the landing page, messaging, or purchase flow.

The figure changes with how conversions are defined and whether it is measured per visit or per unique visitor, so comparisons should use the same definition and time window. A "good" rate varies widely by industry, price point, and channel, so it is more practical to track against your own past figures than a universal benchmark.