Website conversion rate: choose the right denominator
Calculate conversion rate from visits and completed actions without mixing users, sessions or ad impressions.
Business
Business: Practical explanations, worked examples and calculators for everyday decisions.
ROAS versus profit: what a 4× return really means
Compare ad-attributed revenue with ad spend and include product costs before judging campaign profitability.
Conversion rate: sessions, users and repeat orders
Define both numerator and denominator before comparing a conversion percentage.
Break-even ROAS from contribution margin
Compare advertising revenue with the margin left to cover advertising cost.
CPM, impressions and reach: estimate an advertising budget
Keep displayed impressions separate from the people who may have seen them.