The essentials
- Formula: conversion rate = conversions / visits (sessions) × 100. GA4 also calculates it per user.
- Benchmarks: 1 to 3% for an online store, 2 to 5% for a B2B form, 5 to 15% for a targeted advertising landing page.
- How to read it: by channel, by page and by device; an overall average tells you nothing.
- Levers: traffic intent, speed, clarity of the offer, the form, reassurance, mobile.
The conversion rate is the proportion of visitors who take the action you want from them: a purchase, a quote request, a sign-up, a call, a download. It is the multiplier between traffic and results: at equal traffic, doubling the conversion rate doubles sales, without a euro more spent on acquisition. It is also the metric that lets you compare channels of different sizes, and it sits at the heart of SXO and CRO (conversion rate optimisation).
The formula and its variants
Conversion rate = conversions / sessions × 100. A site receiving 4,000 sessions and 80 quote requests has a rate of 2%. In GA4, two versions coexist: the key event rate per session (the most common) and per user (higher, because one user can have several sessions). Always state which one you're using.
Benchmarks by type of site
| Type of site / action | Typical rate | Notes |
|---|---|---|
| E-commerce, purchase | 1 to 3% | 0.5 to 1.5% on mobile; higher on repeat-purchase products |
| Services site, contact or quote form | 2 to 5% | Up to 10% for emergency services (call-outs) |
| SaaS, free account creation | 3 to 8% | Then 2 to 5% converting to paid |
| Dedicated advertising landing page | 5 to 15% | Highly targeted traffic, a single action |
| Newsletter sign-up | 1 to 3% of visitors | Depending on how visible the form is |
| Brand traffic (searching for your name) | 5 to 20% | Visitors who are already convinced |
These ranges are there to spot an anomaly, not to set a target: your own history by channel is the only solid reference.
Where to read it, and how to break it down
In GA4, Reports > Acquisition > Traffic acquisition, the "Session key event rate" column, with the key event selector. Always read it:
- by channel : SEO often converts 2 to 3 times better than paid social, and brand traffic better than anything;
- by landing page : service pages convert, the blog informs;
- by device : a mobile/desktop gap wider than 2 to 1 signals a usability problem;
- by conversion type : a purchase, a quote and a call aren't comparable.
A channel's conversion rate only means something alongside its cost: a channel at 1% conversion and €0.30 a click beats one at 3% and €3 a click. That is what CPA.
The six levers for improving it
- Traffic quality. The most powerful lever and the most overlooked: visitors looking for what you sell convert; browsers don't. Precise keywords, tight ad targeting, pages that answer the intent.
- Speed. Every second of load time beyond three costs you a share of your mobile visitors.
- Clarity of the offer. On one screen: what you do, who for, with what benefit, and what to do next.
- The form. Every field removed lifts the submission rate; ask for the minimum, the rest can come on the phone.
- Reassurance. Reviews, guarantees, client logos, contact details, payment security — right next to the conversion button.
- Mobile. Form, keyboard, buttons and payment, tested on a real phone.
Conversion rate within the funnel
The overall rate hides the steps. An online store converting at 1.8% might have 10% add-to-basket and 18% of baskets reaching payment: the problem is at payment, not on the product pages. GA4's funnel exploration locates the leaking step; the method is in analysing a conversion funnel with GA4. For campaigns, read the rate alongside CPC and ROAS ; the full set of metrics is in GA4 KPIs.
How GreenRed helps
Rather than juggling several tools, GreenRed's return on investment module brings these metrics together in a single dashboard, compares them over time and tells you which actions come first. You can try it free, with no card, from the Pricing.
Frequently asked questions
What counts as a good conversion rate?
It depends on the action and the type of site: 1 to 3% for an e-commerce purchase, 2 to 5% for a contact form, 5 to 15% for a highly targeted advertising landing page. The right benchmark is your own history by channel; an average across all channels supports no decision at all.
How do I calculate the conversion rate in GA4?
GA4 calculates it automatically: in Traffic acquisition, the "Session key event rate" column divides key events by sessions. Choose the key event to display in the column header. You need to have marked your conversions as key events first.
Why is my mobile conversion rate lower?
That's common: mobile is for discovering and comparing, desktop for finishing. But a gap wider than 2 to 1 signals a usability problem: a form that's too long, the wrong keyboard, buttons too small, painful payment. Test the whole journey on a real phone.
Conversion rate or cost per conversion — which should I track?
Both, but for different purposes. The conversion rate measures how effective your site and pages are; the cost per conversion measures how profitable a channel or campaign is. A channel with a low conversion rate can be the most profitable one if its clicks are cheap.