Conversion Rate Meaning in Plain English
The usual formula is Conversions / Opportunities x 100. The denominator might be sessions, users, clicks, or leads depending on the question. State it clearly.
A conversion can be a sale, call, form, booking, download, or another useful action. Different actions should not be combined carelessly.
Example
If 20 of 1,000 website sessions produce a completed inquiry form, the session conversion rate for that form is 2%.
Why It Matters
Conversion rate can reveal friction or alignment, but it is influenced by traffic quality, offer, device, seasonality, tracking, and sales context.