Goal Conversion Rate

Date created: Oct 12, 2022  •   Last updated: Oct 12, 2022

What is Goal Conversion Rate?

Goal Conversion Rate is the percentage of user sessions that have led to goal conversions. A goal is a predefined user action that takes place during a user session on a website.

Goal Conversion Rate Formula

ƒ Count(Goal Conversions) / Count(Sessions)

How to calculate Goal Conversion Rate

Say you are tracking the number of signups to your newsletter as one of your goals. If 100 newsletter signups take place during 1,000 sessions, then your Goal Conversion Rate for this goal is 10%.

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How to visualize Goal Conversion Rate?

You have endless options to visualize Contact to Customer Conversion Rate Bar Chart. Try using a bar chart to segment by contact source, for example. You can also use a pie chart for further segmentation, or a summary chart for a simple, comparative view.

Goal Conversion Rate visualization examples

Goal Conversion Rate

Bar Chart

Here's an example of how to visualize your Goal Conversion Rate data in a bar chart to observe segmented data.

Goal Conversion Rate

Pie Chart

Here's an example of how to visualize your Goal Conversion Rate data in a pie chart to identify the most prominent segment.

Goal Conversion Rate


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vs previous period

Summary Chart

Here's an example of how to visualize your current Goal Conversion Rate data in comparison to a previous time period or date range.
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Goal Conversion Rate


Measuring Goal Conversion Rate

More about Goal Conversion Rate

Most website analytics tools allow account owners to set website goals that can be tracked. A goal for a website is any action that brings value to the audience and ultimately generates interest in the website, forming relationships with users.

During a session, if a user performs an action that is tracked as a goal, this counts as a Goal Conversion. The number of goal conversions divided by the number of sessions, expressed as a percentage, is known as the Goal Conversion Rate. Tracking this number helps measure how effective the calls to action are in the website.

At the campaign level, this number does not necessarily have much meaning because it is an aggregate of individual Goal Conversion Rates. It is important to track the conversion rate of individual goals in addition to the overall Goal Conversion Rate to identify areas of the business that need improvement.