Variant Metrics: Conversion Rate

Conversion Rate (CR), as a Variant Metric, indicates the percentage of your visitors who complete the goal for any group of the campaign. It is calculated based on the ratio of the conversions to the impressions.

Variant (Var) CR

Formula: Var (Conv) / Var (Imp)

The CR of the variant is calculated based on the ratio of the variant conversions to the variant impressions.

In the example above, you can see the impressions and conversions of the variant group. When you place them in the formula, it gives out the CR displayed in the table below.

Variant's Conversion Rate = Var (Conv) / Var (Imp)
Variant's Conversion Rate  = 403 / 8,091
Variant's Conversion Rate = 0,049 = 4,9%

Control Group (CG) CR

Formula: CG (Conv) / CG (Imp)

The CR of the control group is calculated based on the ratio of the control conversions to the control impressions.

In the example above, you can see the impressions and conversions of the control group. When you place them in the formula, it gives out the CR displayed in the table below.

Control Group's Conversion Rate = CG (Conv) / CG (Imp)
Control Group's Conversion Rate  = 310 / 8.153
Control Group's Conversion Rate = 0,038 = 3,8%