ANALYTICS · THE YELL SOCIAL GLOSSARY

Conversion rate.

The percentage of eligible interactions that produce a defined conversion. The denominator might be ad interactions, clicks, users, or sessions, so the reporting definition matters.

IN THE REAL WORLD

A simple example

If 20 of 500 landing-page sessions produce a signup, the session-based signup conversion rate is 4%.

Put it into practice

Write the conversion action and denominator next to the number so everyone interprets it consistently.

Further reading: Google Ads: conversion rate

Yell Social editorial guide Back to the glossary

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Analytics

Conversion

A completed action that a business chooses to measure as valuable. A conversion could be a purchase, a completed form, a booking, or another defined outcome.

Definition & example

Analytics

Click-through rate (CTR)

The percentage of impressions that result in clicks. It is calculated as clicks divided by impressions, multiplied by 100. Reports may distinguish link clicks from other kinds of clicks.

Definition & example

Analytics

Attribution

The method used to assign credit for a conversion to marketing interactions. Different models and lookback windows can give the same journey different results.

Definition & example

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Conversion rate.

A simple example

Put it into practice

Conversion

Click-through rate (CTR)

Attribution

Conversion rate.

A simple example

Put it into practice

A few terms to know next.

Conversion

Click-through rate (CTR)

Attribution