Conversion Rate
Definition
The percentage of website visitors or sessions that end in a purchase.
Want a deeper explanation?
Formula
Conversion Rate % = Orders ÷ Sessions × 100Conversion rate connects marketing to finance: small changes multiply across every visitor you pay to acquire. A move from 2.0% to 2.5% is 25% more orders from the same ad budget.
Compare it by channel and device, not just site-wide. Watch for: rising conversion from heavy discounting, which can lift orders while lowering contribution margin.
Example
50,000 sessions and 1,250 orders in a month gives a 2.5% conversion rate.