Schema Theory

Description

Conversion Rate measures the percentage of users, leads, or visitors who take a desired action. This action could be purchasing a product, submitting a contact form, signing up for a service, or completing a transaction. It is one of the most critical KPIs for evaluating the effectiveness of marketing campaigns, user flows, and sales funnels. A higher conversion rate generally indicates more efficient targeting, messaging, or user experience.

Visual Example

DAX Formulas

Total Users = SUM('Conversions'[TotalUsers])        

Converted Users = SUM('Conversions'[ConvertedUsers])        

Conversion Rate (%) = 
DIVIDE(
    [Converted Users], 
    [Total Users]
)        

SQL Statement

SELECT
  Channel,
  SUM(ConvertedUsers) AS ConvertedUsers,
  SUM(TotalUsers) AS TotalUsers,
  ROUND(
    100.0 * SUM(ConvertedUsers) / NULLIF(SUM(TotalUsers), 0),
    2
  ) AS ConversionRatePct
FROM Conversions
GROUP BY Channel
ORDER BY ConversionRatePct DESC;

Usage Notes

• Ensure that “Converted Users” and “Total Users” are defined consistently (e.g., based on event tracking, transactions, or lead stages).
• Filter by campaign, region, device type, or landing page to find conversion drivers.
• Use this KPI in combination with volume-based KPIs (like traffic or leads) for better context.
• When visualizing over time, use week or month aggregation to identify trends.

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