What Is the Correct Formula for the Conversion Rate?
Updated April 7, 2026 3 min read
What Is the Correct Formula for the Conversion Rate?
The correct formula is: (number of conversions divided by number of visitors) multiplied by 100. In ecommerce, use sessions as the denominator rather than unique visitors, since a single visitor can generate multiple sessions and the session-based rate aligns with how Shopify and GA4 report it natively. A common mistake is mixing units: comparing completed purchases (from one report) against unique users (from another). Use the same data source for both numbers and you will get a consistent, comparable figure.