What is Conversion Rate?
Share of visitors or users who complete a desired action.
How to calculate it
Calculate Conversion Rate as: Conversions / Total visitors × 100. Pull the inputs from your connected data and track the trend over time in your dashboard.
Examples
Example 1
2,000 landing-page visits produce 60 sign-ups -> 3% conversion. Separate macro (sign-up) from micro (email capture) conversions.
Example 2
A pricing page gets 3,000 visits and 120 sign-ups -> 4% conversion. An A/B test lifts it to 5%, adding 30 sign-ups a month with no extra traffic.
Why it matters
Conversion rate is the share of visitors or users who complete a desired action and is a core measure of funnel and creative effectiveness. Small improvements compound across the whole funnel, often delivering more revenue than equivalent spend on extra traffic. It is most useful when macro conversions (purchase, sign-up) are kept separate from micro conversions (email capture).
Benchmark context
2-5% is typical for ecommerce, but it varies widely by industry, traffic source and offer; benchmark against your own baseline and segment.
Common pitfalls
Mixing micro and macro conversions in one number.
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