Calculate a conversion rate from an incomplete event stream
Show what the observed data can and cannot support.
Identify the missing population
If 800 observed visits produce 32 conversions, observed conversion is 4%. If another 200 visits are missing from the stream, their outcomes are unknown. Adding 200 to the denominator alone assumes none converted.
Show transparent scenarios
If none of the missing visits converted, the full rate would be 3.2%. If eight converted, it would be 4%. Treat both as scenarios, not corrected observations.
Use an independent total if available
Settled orders can validate sales volume, but only use them as the numerator if they share the same scope as the visits. Record changes in consent or collection before comparing periods.
Try a related tool
Find the share of eligible visits that completed a defined action. Count at most one conversion per visit for this calculation.
