A conversion is a website visitor that makes a desired action on your website. This could be opting into a form, clicking a button, completing a payment, etc.

Your conversion rate is based upon the total conversions over a given period of time divided by total website visitors over the same period of time.

For example, a site that gets 3 conversions for every 100 visitors has a conversion rate of 3%. In other words, 3% of the website visitors make a desired action on the website.

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