What does "conversion rate" measure in Google Analytics?

The concept of "conversion rate" in Google Analytics specifically refers to the percentage of sessions that result in a goal completion. A conversion can encompass various defined activities, such as making a purchase, signing up for a newsletter, filling out a contact form, or any other action that is valuable to the business. By measuring the conversion rate, businesses can assess how effectively their website or marketing efforts are driving users to complete these desired actions.

This metric is crucial because it not only highlights the effectiveness of a website's design and user experience but also provides insights into the performance of marketing campaigns and the overall return on investment (ROI). A high conversion rate indicates that a significant proportion of visitors are completing the desired actions, while a low rate may signify the need for improvements.

The other options do not accurately define conversion rate. They pertain to other aspects of user behavior and engagement but do not capture the essence of what conversion rate is intended to measure.