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Glossary

Conversion rate

The share of visits, sessions or users that converted.

Conversion rate = conversions ÷ visits (or sessions, or users). State the denominator: a rate per user is higher than a rate per session for the same data.

Two things move it that have nothing to do with your site: bot traffic adds visits that never convert, lowering the rate, and blocked or declined tracking removes conversions from a browser tool's count. Compare conversion rates within one tool, over time, and by source.

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