Conversion rate is the share of a defined audience or set of visits that completes a specified action, such as purchasing or registering.
How it works in retail
The denominator can be sessions, users, store visits or eligible ad interactions. Name both the action and the measurement base whenever reporting a conversion rate.
A retail example
An online store records 60 purchasing sessions out of 2,000 eligible sessions. Its session-based purchase conversion rate is 3%.
What to keep in mind
Orders divided by sessions may differ from purchasing sessions divided by sessions when one session contains multiple orders. Keep the reporting definition consistent.
Examples are illustrative. Terminology and measurement conventions can vary by business and market.