Understand conversion rate
Conversion rate is the share of eligible visitors who complete a goal, such as a purchase, a free join or a booking. The formula is conversions ÷ eligible opportunities × 100, so 5 purchases from 200 visits is 2.5%.
On this page
What does conversion rate measure?
It depends on the goal you choose. Store visit to purchase, product view to checkout, free join, booking and contact form are different funnels. Do not set one beside another.
Pick a full date range and note your timezone, traffic source, device, product and campaign filters. Basic analytics is on every plan. Advanced location and device breakdowns are on Pro and Max.
How is it calculated?
conversion rate = successful conversions ÷ eligible opportunities × 100
Both parts need a definition. A conversion can be a completed purchase, a free join, a booking or a form submission. The opportunity can be sessions, visitors or product views. Use the definition Tapmy shows, not whichever denominator looks best.
Rates are estimates. One person can create several visits, buy later on another phone, block tracking, or convert after your date window closes.
How do I find out why my rate changed?
- Confirm both periods use the same formula and filters.
- Show the counts beside the percentage.
- Check whether your traffic mix changed.
- Check product availability, price and the campaign message.
- Separate free actions from paid ones.
- Look at device or source segments only when there is enough traffic.
- Click through the buyer journey yourself and look for errors before rewriting copy.
- Pick one hypothesis and test it.
A falling rate can come with rising revenue when traffic grows. A rising rate can hide fewer total sales when traffic collapses. Read it with visits, orders, revenue, refunds and average order value.
How can I improve conversion honestly?
Remove friction. State the offer, price, delivery, access, refund terms and next step plainly. Check the mobile flow. Fix broken links and drop claims you cannot back up. No fake scarcity, invented testimonials or promised results.
If a paid offer shows zero sales, check that Stripe is connected and the offer is published before you blame the copy. See Pricing for what each plan includes.
Checklist
- Numerator and denominator are written down.
- The rate is shown with counts and equal periods.
- Free and paid goals are tracked separately.
- Each change leads to one specific test.
- Small samples are not overstated.
When the number looks wrong
If the percentage looks impossible, check filters, duplicate events, tiny denominators, date boundaries, test traffic, and whether top and bottom come from the same funnel. If another tool disagrees, compare how each handles identity, sessions, consent, attribution and timezones.
Do not say one page caused a change without a proper test and enough data.
Related guides
Read Understand traffic sources and attribution, Measure a launch and Create a weekly creator revenue review. To report a calculation bug, send Tapmy Support the period, filters, the counts shown and your own working.