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Conversion rate

Conversion rate is the percentage of visitors or sessions that complete a desired action.

Written by Reflective Data experts · updated Oct 5, 2026

Conversion rate = conversions divided by visitors (or sessions), multiplied by 100. It is the most common way to judge whether a page, campaign or experiment is working.

Be clear about the denominator. Session-based and user-based conversion rates give different numbers, and mixing them is a classic source of confusion.

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A/B testConversionStatistical significance

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