Conversion Rate Metric

The conversion rate represents the percentage of times a conversion was made, as compared to the number of clicks recorded.

What Does The Conversion Rate Metric Represent?

The conversion rate represents the percentage of conversions made, as compared to the number of clicks recorded. The calculation does not take into account the history for individual messages. Therefore, on Over Time and Date Range reports, it is possible for the rates to equal a value greater than 100% if enough messages sent on a day prior to the starting date of the report are included in the calculation. For example, a contact may have clicked on a message on a previous day, but converted on a day within the report range.

Why Is The Conversion Rate Metric Important?

The conversion rate metric is important because it indicates how effective the email you sent was at getting your contacts to perform an action. Whether it's making a purchase or downloading a white paper, the goal of email marketing is to compel your contacts to perform an action.

Tip: You can create segments based on the conversion rate stored for contacts in your account. For more information on how to create segments based on conversion rates recorded for your contacts, see Create A Segment Based On Contact Email Conversion Rates.

How Is The Conversion Rate Metric Calculated?

(Conversions/Clicks) * 100 = Conversion Rate

Tip: Clicks are representative of unique clicks. For more information on the clicks metric and how it calculated, see Clicks Metric.