How to calculate conversion rate correctly
Choose a conversion denominator that matches the decision.
The scenario
A shop records 48 purchases, 40 buyers, 1,500 sessions, and 1,200 users.
Purchases per session are 3.2%, while buyer conversion per user is 3.33%. The figures answer different questions.
Apply it to your own work
Label the numerator and denominator in each report. Define whether repeat conversions count and keep the comparison window consistent.
What to watch for
An event count can exceed the number of people. Use unique converters when answering how many visitors completed an action.
Pick the rate that matches the question
Use unique buyers over users when asking how many people bought. Use visits with a purchase over visits when evaluating a session experience. Orders per session is an order intensity metric if one session can generate multiple orders.
For a before-and-after view, keep the original denominator as the main series and show any new definition alongside it. Include raw counts so a rise from two to four conversions is visibly different from a rise from 200 to 400.
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.
