Glossary · Leads and conversion
Conversion rate
The share of an explicitly defined population that completed an explicitly defined conversion.
Also called: conversion percentage
Definition
A conversion rate divides completed outcomes by the chosen eligible visits, users, leads, or opportunities. Its meaning depends on the numerator, denominator, time window, attribution rules, and data quality.
Why it matters
A precise rate can reveal friction or improvement, but only when the underlying conversion represents a useful business action.
Common misunderstanding
Conversion rates from different tools, channels, pages, and definitions are not automatically comparable.
Related terms
Related system family: Measurement & Search Signals
Sources
- Google Analytics Data API overview (opens in a new tab) · Google for Developers
Last reviewed July 16, 2026