All contacts that completed two or more activities or interactions within the conversion tracking timeframe are part of the conversion report. Once a contact converts, the contact becomes part of the segment of converted contacts.
Conversion rate indicates what percentage of contacts you are tracking for a particular conversion over the number of contacts that actually converted for the specified time period. The basic formula for calculating conversion rate is:
Conversion rate = Conversions / Contacts
In this report, you can compare a snapshot of the conversion rate for the conversion tracking timeframe to the average conversion rate for the whole period that conversion is tracked. The current conversion rate snapshot is applied to the time period you choose to track when defining conversion. On the other hand, the average conversion rate is applied to the whole time period since conversion definition, including the conversion tracking timeframe.
NOTE: The conversion rate report consists of just one conversion rate figure on the first day after you define conversion. The reason is that the conversion tracking timeframe and the whole period for which conversion is tracked are still the same.
In the example above:
This conversion rate comparison indicates that conversion rate for the last 3 months is much lower than the average for the whole period for which conversion is tracked.
Changes in unique conversions indicate how many unique contacts converted during the conversion tracking timeframe for each day of tracking. You can choose the granularity of the graph report to illustrate changes in conversion for days, weeks, or months. You also choose the time period for which tracking data is displayed, for example, for the last 30 days or for a custom date range.
Following are the most common outcomes for contacts and conversions, depending on the timeframe you are interested in:
NOTE: The case may be that clients are merged into one contact if the same contact has, for example, downloaded a whitepaper from two different locations.
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