Conversion Rate = (Number of converted visitors within the selected date range) ÷ (Total unique visitors all time)
The numerator (converted visitors) changes with the date filter.
The denominator (total visitors) stays constant.
Example:
If there are 100 total visitors, and 1 user converts in May and another in June, each month shows a 1% rate.
But if 6 users convert across the full period, the full-period rate is 6%.
If a single user converts more than once (e.g., once in May, again in June), they still only count once in the full-period numerator.
→ That’s why the conversion rate does not equal the sum of each month)
Users cannot currently calculate conversion rate using raw data, because we do not surface the numerator (converted visitor count).
