How is conversion rate calculated?
The formula is simple: Conversion Rate = (Conversions / Total Visitors) × 100. A 'conversion' is whatever valuable action you define on the page: a purchase, form submission, demo request, quote request, app install or newsletter signup. If a page carries several conversion types, track a separate rate for each — rolling them into one number hides the real bottleneck.
Conversion rate is the bridge between traffic and revenue. Lifting the rate without adding traffic means more customers from the same ad budget, which is why conversion rate optimisation (CRO) is usually the fastest way to bring CAC down. Always segment by source, device and campaign — a two-fold gap between mobile and desktop is common.
Benchmark ranges by sector
There is no universal target. As orientation: e-commerce sites typically land at 1-4%, B2B lead forms at 2-5%, dedicated landing page campaigns at 5-15%, and email-driven traffic often higher. These are rough references — your own historical trend and in-channel variant tests are the benchmarks that matter.