Definition
What is Conversion Rate?
Conversion rate is the percentage of sessions or users that complete a desired action, such as filling out a form, starting a trial, or making a purchase. It is calculated by dividing the number of conversions by the total number of sessions (or users) and multiplying by 100. In GA4, conversions are tied to specific events you mark as key events.
Why it matters
Conversion rate directly measures how effectively your pages turn visitors into leads or customers, making it the single most important metric for tying marketing activity to revenue.