Conversion Rate

What is conversion rate?

In marketing, a conversion rate is a metric showing the percentage of visitors to a website, landing page, or other online channel who make a purchase, fill out a questionnaire or take any action sought by advertisers. It is calculated by dividing the number of conversions by the number of visitors.

It’s important to make sure that the conversion rate reflects what is truly viewed as ‘success’ within your organization — popular conversion events marketers and other mobile growth professionals select for tracking include mobile app download, user activation or sign-up, mobile in-app purchase, or more.

Ways to optimize conversion rates

There are a number of ways to strategically optimize conversion rates for web, app, and cross-platform brands. The strategy and approach, of course, differs according to the conversion rate you’ve selected for your business. On our blog, we’ve shared helpful guides for getting more mobile app downloads and increasing in-app purchases.

Understanding true conversion rates becomes difficult when you consider both web and app platforms. Since your users are often not identifiable in the same way across web and app platforms, you may well be counting the same person twice — once on the web, and once in the app. This creates a huge, worrisome potential for inaccurate reporting for emerging and enterprise brands alike. To ensure that your conversion rate is accurately de-duplicated, check out cross-channel attribution.