Most website analytics tools allow account owners to set website goals that can be tracked. A goal for a website is any action that brings value to the audience and ultimately generates interest in the website, forming relationships with users.
During a session, if a user performs an action that is tracked as a goal, this counts as a Goal Conversion. The number of goal conversions divided by the number of sessions, expressed as a percentage, is known as the Goal Conversion Rate. Tracking this number helps measure how effective the calls to action are in the website.
At the campaign level, this number does not necessarily have much meaning because it is an aggregate of individual Goal Conversion Rates. It is important to track the conversion rate of individual goals in addition to the overall Goal Conversion Rate to identify areas of the business that need improvement.
