The percentage of visitors or sessions that complete a defined valuable action.
ID
SS-DF-146
Confidence
High · 87
Evidence
Strong
Updated
2026-07-08
Definition
The percentage of visitors or sessions that complete a defined valuable action.
Conversion rate is the share of visits, sessions or users that result in a target outcome such as a purchase, enquiry, sign-up or download. It connects traffic to business value, so improving it can lift results without needing more visitors. Because rates vary by channel, device, intent and landing page, conversion rate should be analysed in segments and paired with absolute conversion counts to avoid misleading conclusions from small samples.