Conversion Rate

Conversion rate measures conversions relative to a defined set of opportunities, such as users, sessions, or eligible ad interactions, under a stated counting method. A common event-based calculation is counted conversions divided by the relevant sessions, clicks, or other opportunities, multiplied by 100. Other metrics count the share of users or sessions with at least one conversion or key event; those rates are not interchangeable. For example, a cleaning company might compare sessions with a completed quote request against all landing-page sessions, while a Google Ads report measures counted conversions per eligible ad interaction. When multiple conversions are counted for one interaction, a Google Ads conversion rate can exceed 100%. A phone-button click indicates interest but does not establish that a job was booked. Unlike conversion rate optimization, conversion rate is a measurement. State the action, denominator, attribution rules, and counting method before comparing results.