How is conversion rate calculated?

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    Asked on May 30, 2016 at 04:58 AM


    I’m using a form on our website hosted by jotform. I just have a quick question about the statistics of the form. It says 14% conversion with 252 responses and 1597 pageviews untill now. However, when I calculate conversion with these numbers I get a different conversionrate: 252/1597 = 0.1577 = 16% conversion.


    Can you please tell me how the conversion rate is calculated?


    Views = times that the form has been opened on the page I guess?

    Looking forword to your reply. Thanks in advance!



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    Answered on May 30, 2016 at 05:34 AM


    I am analyzing the computation of the conversion rate. I will let you know once I get the formula.

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    Answered on May 30, 2016 at 05:47 AM


    The daily conversion rate is computed as responses/views per day. However, the conversion rate that is displayed on the Form Analytics screen is the average over a period of time. Please see below for the conversion rate displayed for one week.

    From May 23-30, here is what I see in the pattern of computation.

    May 23 - 0

    May 24 - 0.123894 daily conversion rate

    May 25 - 0.165644 daily conversion rate

    May 26 - 0.176245 daily conversion rate

    May 27 - 0.154472 daily conversion rate

    May 28 - 0.161616 daily conversion rate

    May 29 - 0.143357 daily conversion rate

    May 30 - 0.191011 daily conversion rate


    Total    = 1.116239


    Average = 1.116239 / 8 days = 0.139530 --> 14%


    Thus, 14% is the figure displayed in the conversion rate for over one week from May 23-30. I hope my explanation helped.

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    Answered on June 07, 2016 at 07:56 AM


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    Answered on October 27, 2016 at 01:11 AM

    Hello, thanks for the explanation before. Just want to ask if I got it right about the formula. The views as divisor here, is it only for views which are not completed into success response?

    For ex:

    total responses is 3, from total views of 4. But here in conversion rate, total views becomes only 1, so conversion rate is like 300% (=3/1) ?



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    Answered on October 27, 2016 at 02:47 AM

    Hello @pac3cxa, this appears to be an older thread. I noticed that you have also created a new thread regarding the conversion rate feature of Form Analytics. To avoid any confusion, we will assist you with your concern on your own thread. Here's the link: Thank you.