---
title: "What Is Conversion Rate? Definition and Formula | ONEGTMLAB"
description: "Conversion rate is the share of visitors or leads who complete a desired action. Learn the formula and how B2B teams use it across the funnel."
canonical: https://www.onegtmlab.dev/glossary/conversion-rate
---

# What Is Conversion Rate? Definition and Formula | ONEGTMLAB

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GTM Glossary

# Conversion Rate

Conversion rate is the percentage of people who complete a desired action out of everyone who had the chance, calculated as conversions divided by total visitors or leads, multiplied by 100.

## Why it matters

Conversion rate shows how well each step of a funnel turns attention into progress. B2B teams track it at many points: visitors to form fills, leads to MQLs, MQLs to SQLs, and opportunities to closed won deals. A drop at one step points to where messaging, targeting or follow-up needs work.

A conversion rate only means something when the action and the audience are defined. A page visited mostly by existing customers will convert differently from one reached by cold ad traffic. Comparing rates across channels or time periods works only when the definition of a conversion stays the same.

## Example

A landing page for a free security checklist gets 2,000 visitors in a month and 160 of them download the checklist, a conversion rate of 8 percent. The team tests a shorter form, and the next month 2,000 visitors produce 220 downloads, or 11 percent.

## Related terms

-   [Conversion Rate Optimization (CRO)](/glossary/conversion-rate-optimization)
-   [Landing Page](/glossary/landing-page)
-   [Bounce Rate](/glossary/bounce-rate)
-   [Marketing Qualified Lead (MQL)](/glossary/marketing-qualified-lead)
-   [Win Rate](/glossary/sales-win-rate)

## Related service

[Paid Media LinkedIn ads aimed at the accounts and buyers on your own target list.](/services/paid-media)

## Related playbook

-   [Claude Code for Marketing Content, SEO, page research, link building and lead magnets, run as repeatable skills instead of one-off prompts.](/growth-playbooks/claude-code-for-marketing)

## Questions people ask

### Is a 12% conversion rate good?

It depends on which action is being measured and who the visitors are. The same figure can be strong for cold paid traffic asked to book a demo and ordinary for existing customers downloading a guide. Compare it with the same step, channel and audience over time rather than with a general benchmark.

[← All GTM terms, A to Z](/glossary)

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