Goal conversion rate

Goal Conversion Rate is a metric that web analytics professionals can track through google analytics. Overall, it is an indication of the way your website visitors are performing on your site and in relation to your overall social media or marketing campaign targets and aspirations. We will cover exactly how it works, what drives it, and how to improve your metrics.


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What is a goal conversion rate?

The ‘goal’ refers to any target or outcome that you are aiming for on your website. Each site and business will have different individual goals, but some of those may be, for example, to increase visits to the landing page, drive clicks to one’s LinkedIn profile, increase purchases on an eCommerce site, and more. Ultimately, a goal is defined as a desired action for the user.

A goal conversion represents when users of your site perform that desired action, and the goal conversion rate represents how many users complete that action in relation to your overall number of sessions. This number of conversions allows website managers to see if they are achieving their destination goal, or need to improve their conversion rate optimization. You can track this metric for a number of goals at a time in order to ensure fast, simultaneous goal completions. Ultimately, goal conversion rates allow you to see how well your website is performing in areas that you care about.

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How to calculate goal conversion rate

Marketing managers can track the conversion rate data in their Google Analytics account, by going to Conversion > goals > overview and choosing from the dropdown of various types of goals to see the reporting view.

Goal conversion rate formula


Goal conversion rate = (Number of goal conversions / number of sessions)* 100


What is a good goal conversion rate?

A good conversion rate is anywhere from 2% to 5%. Of course, these numbers will vary across different types of benchmarks depending on what a given site or strategy is prioritizing. When setting up your google analytics goals, ensure that you are conversion tracking for metrics that are actually important to your business. For example, if you are trying to boost your eCommerce conversion rate, worrying about LinkedIn profile clicks might not be your utmost priority.

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What is a bad goal conversion rate?

Low conversion is anything below 2%. This would indicate that the total number of visitors or number of page views that you have to obtain in order to drive one conversion is inefficient. This may be a sign that you need to improve your SEO in order to see better performance in these KPIs.

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Goal conversion rate KPI examples & templates

Your goal conversion rate can be added to multiple different types of reports. Here are some of them:

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Google analytics report template Google analytics report template

A report with all the most important Google analytics metrics. Track all your web analytics, from single-page metrics, page load time, organic searches, total number of sessions, and more. 

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Digital marketing report template Digital marketing report template

From SEO to social media and PPC, this report gives you a good view of all online performance metrics. Get insights on user experience and figure out your digital marketing next steps.

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Ecommerce report template Ecommerce report template

A report with all the most important metrics for your eCommerce website, like bounce rate, shopping cart abandonment, and total revenue. Optimize your product pages to get better results in your report!

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Goal conversion rate best practices

If you aren’t seeing the performance on your website that you are looking for, consider enhancing the following strategies:

Goal conversion rate best practices

step 1 icon Make your goal a natural choice for the user

Reduce the amount of time your user has to spend on your site before they are confronted with a button that aligns with your goal.

step 2 icon Add pop-ups with direct links to your destination

You can use website templates to create graphic features that direct website visitors directly to your eCommerce store, or other goal destination.

step 3 icon Improve your call to action text

Make sure that your CTAs are clear and properly distributed throughout your site to give users ample opportunities to pursue the route you are aiming for.

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