Conversion Rate
01 Definition
Conversion Rate meaning: Conversion rate is the share of sessions or users that completed a desired action.
Conversion rate divides conversions by a base such as sessions, users, or clicks, then shows the result as a percentage. The action might be a purchase, sign-up, or lead. The number changes depending on which base you use, so the denominator must be stated clearly.
Also called
Why it matters
How Conversion Rate fits the work
Conversion rate connects traffic to outcomes, helping you see whether visitors take the actions that matter rather than just arriving on the site.
In context
With 300 purchases from 12,000 sessions, the session conversion rate is 2.5 percent for the selected reporting period.
Practical note
Session-based and user-based conversion rates differ, and Google Analytics 4 lets you pick either, so compare like with like and confirm the denominator before benchmarking.