# Conversion rate

Category: [Analytics & Measurement](https://seo-geo-glossary.com/en/glossary/category/analytics-measurement/) › [Reporting & conversions](https://seo-geo-glossary.com/en/glossary/category/analytics-measurement/reporting-conversions/)

**Conversion rate** is the share of visitors or interactions that lead to a conversion, expressed as a percentage. The search results for this phrase are mostly currency exchange rates, which is a different meaning. Here the term refers to online marketing.

## How is conversion rate calculated?

```
Conversion rate = conversions / visitors × 100
```

The base differs by system. Google Ads defines it as the average number of conversions per ad interaction, shown as a percentage, so 50 conversions from 1,000 interactions give 5 percent. Google notes that the rate can exceed 100 percent if you count every conversion and several occur per interaction.

In web analytics the base is usually sessions, users or pageviews. GA4 offers a metric called session key event rate, since GA4 calls the underlying events key events. Whatever base you choose, use the same one in every report so that values can be compared.

## Conversion rate in SEO

You can analyze the rate by channel, page or page type. This shows which pages attract visitors but rarely lead to a result. When organic traffic grows through rankings for broader queries, the rate may fall because those visitors are earlier in their decision. This is an interpretation and not a documented effect, so look at absolute conversions next to the rate.

## Example

A product category has 2,400 organic sessions and 72 inquiries in a month. The conversion rate is 72 / 2,400 × 100, which is 3 percent. The next month brings 3,000 sessions and 78 inquiries. The rate drops to 2.6 percent although there are more inquiries in total.

## FAQ

**How do you calculate conversion rate?**
Divide the number of conversions by the number of visitors or sessions and multiply by 100.

**What is a good conversion rate?**
There is no general value. It depends on the industry, the type of conversion, the traffic source and the page type. Comparing against your own history is more reliable than comparing against averages.

## Related terms

- [Conversion rate optimization](https://seo-geo-glossary.com/en/glossary/conversion-rate-optimization/index.md)
- [Click-through rate (CTR)](https://seo-geo-glossary.com/en/glossary/click-through-rate/index.md)
- [Bounce rate](https://seo-geo-glossary.com/en/glossary/bounce-rate/index.md)
- [Conversion](https://seo-geo-glossary.com/en/glossary/conversion/index.md)
- [Engagement rate](https://seo-geo-glossary.com/en/glossary/engagement-rate/index.md)

## Sources

- [Conversion rate – Google Ads Help](https://support.google.com/google-ads/answer/2684489?hl=en)
- [Key events – Analytics Help](https://support.google.com/analytics/answer/9267568?hl=en)
- [Conversion rate optimization techniques – ActiveCampaign (secondary)](https://www.activecampaign.com/blog/conversion-rate-optimization-techniques)
- [Conversion – MarketingSherpa Glossary (secondary)](https://sherpablog.marketingsherpa.com/marketing/conversion-defined/)

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Last updated: October 7, 2026
URL: https://seo-geo-glossary.com/en/glossary/conversion-rate/