Google Analytics Conversion Rate

SEO Analytics SEO Blog

The conversion rate is a key indicator that needs close monitoring. There should be great attention to the definition of conversion rates and their influence on work efficiency in e-commerce. This will be the indicator for better understanding why the concentration on tracking these indicators is necessary.

The conversion factor is the number of conversions divided by the whole amount of interactions with advertisements of clients to your website. Namely, the conversion rate indicates the ratio of users who have completed the intended actions.

Therefore, the significance of conversion factors lies in their strong influence on the value of your business because the more visitors to the website become customers, the more profit will be.

Default Conversion Factor Calculation

Calculating the default conversion rate includes all the goals you set and may cause some problems. It is obtained by applying the following formula:

The whole amount of goals achieved/Whole amount of website visits

You must be very careful about the formed aims. For example, while the measurement of «involvement» is reasonable, you should not include it in the objectives in your reporting. Otherwise, results can point to your target conversion rate being too high; it often exceeds 100%. The reason is that this aim can contribute to the overestimation of conversion rates.

It is worth noting that the aim is calculated once during a visit to a website. For example, if some client is present on the landing page several times during the session, this action will still be identified as one target. However, the focus should be on the user rather than the session itself. In addition, after about half an hour of inaction, the session tracking is dropped. If the user is back to the location in four days, Google Analytics will consider a new session.

Methods to Increase Conversion Rate from Google Analytics

It is worth applying Google Analytics’s tips to implement more effective web design and marketing strategies focused on data-based solutions. As a result, conversion rates increase.

Those tips and tricks contain:

Tracking of failure rate

The rejection rate is the ratio of those who leave your website after staying just on one web page. Track these scores with GA by clicking Behavior > Site Content > Target Pages.

Using internal site search

Checking the internal search report on the site will help you find out what elements users are looking for and what difficulties they have in searching. To view these indicators, click «Behavior» > «Site Search» > «Overview.»

Detecting Slow Page Loading

In our rapidly changing world, nobody wishes to wait long for downloading. Thus, the significant aspect of UX improvement is the optimization of the download speed of the site. GA allows defining a slow boot time by clicking Behavior > Site Speed > Page Load Time.

Calculation of organic traffic

Move to Acquisition > All Traffic > Channels to inspect the effectiveness of your digital marketing strategy by browsing the traffic and contrasting it by date.

Session and user conversion factor

Google Analytics has the opportunity to use ratings for both sessions. The primary difference between the session conversion and user conversion factors is the number used to identify website visitors. It is either sessions or users. In turn, a session is a period of user activity on your website or in an application. Consequently, the conversion rate may ultimately be inaccurate, as many users have numerous sessions.

Analysts vary widely as to the method to be used to calculate the conversion factor. Some experts note that the session provides a unique possibility to convert. In contrast, user performance often includes multiple sessions.

In the opinion of the proponents of the conversion factor of users, conversion usually requires more than one session. For starters, users can think of some expensive purchases, such as an engagement ring. In such a way, viewing user conversions in Google Analytics will be more informative. It is, therefore, worth considering the conversion rate of users.

Conversion rate at the user level

The conversion rate at the user level is created based on Google’s 6-month cookie file, which allows tracking individual users. For example, if you have 10,000 sessions and 100 transactions per month on your site, the conversion rate will be 1% according to the session conversion rate. However, if the user conversion rate is applied, it is 1.25 percent. Afterward, the conversion rate at the user level gives you a clearer picture of the indicators for further analysis. This is usually 20-25% higher than the conversion at the session level.

However, this method has shortcomings. For example, tracking one customer on different devices can cause some problems. In addition, clients who operate with the browser incognito or delete their cookies are frequently considered more than one visitor. It can be a meaningful reason to mind both. Google Analytics can help to operate user conversion rates and sessions in a single report, convenient for detailed data analysis.

The way to configure the conversion rate in Google Analytics

​To control conversions on your website, targets in Google Analytics must be. Please read the next instructions to perform this task.

  • Step 1. First press «Administrator» on the left pane, after «Targets» in the option «View».
  • Step 2. Press «+ New Goal» to form a new target.
  • ​Step 3. You will need to add a description and information about your target.
  • Step 4. Select the target option «Event».
  • Step 5. Finally, you will have to mention the aspects of the goal. Now you can apply the templates for «Category» and «Conversion» for «Actions».

If you have to configure e-commerce tracking for Google Analytics, the next steps must be done:

  1. Make a GA account and enter the URL of your website after configuring.
  2. Get your tracking ID.
  3. Install the Google Analytics tracking code on all pages you are going to track.
  4. Include «E-Commerce Settings» and «Advanced E-Commerce Reports» by selecting «Administrator» > «View Settings» > «E-Commerce Settings».

Plerdy’s tool «Sales Efficiency» offers a set of features similar to the one realized in the product «Sales Efficiency» from Google Analytics. At the same time, it can boast some unique characteristics. According to Plerdy’s testing, Plerdy’s new Sales Performance product showed more accurate results than Google Analytics.


It is worth understanding the effectiveness of your website relies largely on the correct configuration of Google Analytics so that the results are not misleading. To concentrate on real problems and solve them, you should determine the most effective way to count the conversion rate. As a result, you will get a chance to make the user interface and conversion rate based on the received data better.

Article by:
CEO Andrew Chornyy

CEO Plerdy — expert in SEO&CRO with over 11 years of experience.

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