Conversion rate
Out of a hundred visitors to a page, how many do what you expect of them.
Technical meaning
Conversions divided by visits, read by source and by page, never as an overall average. A low rate on well-targeted traffic signals a page problem; a high rate on vague traffic means nothing. Contrast tracks it at each stage of the journey to find where visitors stop.
Formula
Conversion rate = conversions ÷ visits × 100