Conversion rate is the share of a clearly defined population completing a selected action. Always name both the action and denominator: GA4 distinguishes the share of sessions containing a key event from the share of users triggering one.[1] Purchases per session, purchasers per user and orders per visitor are not automatically interchangeable measures.
A store could define its purchase conversion rate as sessions containing a purchase divided by all measured sessions. A session containing repeated purchases then counts once as a converting session. If the question concerns order volume instead, label the measure orders per session. Keep dates, channel filters and consent coverage consistent when evaluating a change, so a different audience is not mistaken for a better checkout.
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Compiled with AI assistance using public sources. General explanation, not individual legal or tax advice. Describing a concept does not mean Zoloo offers it as a feature.