Formula
Example
5 ÷ 100 × 100 = 5%
Illustrative calculation, not a client result or benchmark. Use comparable periods and consistent measurement definitions.
How it works
Specify the denominator, period and counting settings; reports may use different bases.
Example
Example: In an example of 10 purchases from 200 clicks, the rate is 5% when those clicks are the reporting basis.
Common mistakes
Do not compare rates based on different actions as if they were identical measures.
How can you check this in practice?
In Google Ads, the ratio uses conversions and eligible ad interactions. Eight conversions from 200 interactions is an illustrative 4%. In Analytics the denominator may be sessions or users depending on the metric; document the definition before comparing.
Distinctions and limitations
The rate is not necessarily capped at 100 when multiple conversions count for one interaction. Different counting settings and scopes can change the result without an actual behavioural change.
Official sources
Editorial responsibility: Biser Bozhinov · PPC Specialist
Updated: 05/11/2026
For a correction or question: office@z-consult.bg