# Conversion rate > The share of visits, sessions or users that converted. Source: https://datacenter.so/glossary/conversion-rate Conversion rate = conversions รท visits (or sessions, or users). State the denominator: a rate per user is higher than a rate per session for the same data. Two things move it that have nothing to do with your site: bot traffic adds visits that never convert, lowering the rate, and blocked or declined tracking removes conversions from a browser tool's count. Compare conversion rates within one tool, over time, and by source. ## Related terms - https://datacenter.so/glossary/conversion - https://datacenter.so/glossary/session - https://datacenter.so/glossary/bot-traffic