Glossary

Conversion rate: definition and examples

Conversion rate is the share of an eligible population that completes a defined outcome. Its meaning depends on both the outcome and denominator. A paid-customer rate and a signup-goal rate are different metrics.

The dashboard’s paid-customer rate

AnalyticFast’s revenue overview calculates customers ÷ visitors. Its customer count uses non-renewal payment rows, counting distinct visitor IDs where known and falling back to payment identity when no visitor is available. Renewal-classified payments can add revenue without adding a new customer. This is not every payment divided by visits and not an account-level census across devices.

A clear example

Suppose a source has 500 visitors and 10 measured new paying customers in a comparable period. Its paid conversion rate is 2%. If 40 visitors signed up, the signup rate is 8%. Report those as separate outcomes. Five later subscription renewals should not turn those 10 acquired customers into 15 new customers.

Keep cohorts and reporting periods distinct

A date-range dashboard can include payments from people whose acquisition visit occurred earlier. It is not automatically a cohort conversion study. Match timezone, range, source filters and attribution model, and use the visitor journey to understand delays. Unknown identities and different devices also affect distinct counts.

Use counts beside the percentage

One buyer from five visitors is 20%, but it is weak evidence for a channel decision. Compare adequate volumes and similar visitor intent. Confirm actual payment delivery and a consistent goal definition before attributing a change to copy, pricing or channel quality. Refunds affect net revenue; they should not be interpreted as automatically erasing a historically recorded conversion.

Related definitions

• Revenue per visitor
• Revenue attribution
• Bounce rate

Install AnalyticFast and connect verified revenue to use these definitions with your own data.