# Conversion rate

> How to calculate a conversion rate, why per person and per visit give different answers, and how MIRA FIVE shows it per channel and goal.

URL: https://mirafive.io/glossary/conversion-rate  
Updated: 2026-09-26

Conversion rate is the share of people, or of visits, that reached a goal: conversions divided by the people or visits you started with.

A conversion rate divides conversions by a base, and the base matters. Per visit, a person who comes four times before buying counts four times in the denominator. Per person, they count once. For anything people think over before buying, per-visit rates run low, while per-person rates show how many of the people a channel brought became customers.

Compare rates only when the base is the same, and read them beside the absolute numbers. A channel converting 20% of five people tells you less than one converting 9% of three hundred.

## In MIRA FIVE

Rates in Acquisition are per person: the buyers a channel or campaign brought, divided by its people. Goals show each goal’s conversion rate beside its buyers and revenue. [Funnels](https://mirafive.io/glossary/funnel) let you choose between counting by person and by visit.

## Example

In the Acme Shop, AI assistants brought 40 people and 7 bought, a rate of 18%. Organic search brought 277 people and 24 bought, 8.7%. The smaller channel converts better; the larger one brings more buyers.

## Read next

### Guides on this

### [How to find where buyers drop out](https://mirafive.io/learn/find-where-buyers-drop-out)

Build a conversion funnel of two to six steps, see where buyers drop out between them, and open the people who stopped. Counted by person or by visit.

### [How long should an A/B test run?](https://mirafive.io/learn/how-long-should-an-ab-test-run)

How long an A/B test should run, planned before it starts, in whole weeks, with the smallest change your traffic can detect worked out for 2, 4 and 8 weeks.

### Related terms

- [Conversion](https://mirafive.io/glossary/conversion)
- [Goal](https://mirafive.io/glossary/goal)
- [Channel](https://mirafive.io/glossary/channel)
- [Funnel](https://mirafive.io/glossary/funnel)

[All terms](https://mirafive.io/glossary)

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