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Key Performance Indicator vs. Conversion Rate: Definition, Formula & Importance

Key Performance Indicator vs. Conversion Rate

It's natural to become disoriented if you do not concentrate on a few important indicators. The conversion rate is one type of important KPI for the functionality of your webpage and some other factors. Here's everything you have to know regarding KPIs as well as conversion rates, including definition, significance, calculation, and a lot more.

What is a Key Performance Indicator?

Key Performance Indicator (KPI) is a productivity metric that measures whether a business is meeting a variety of goals efficiently or not. It can be high-level or low-level, concentrating on big-picture data about actual achievement and significantly more specialized advertising and sales operations.

KPI Formulas

ROMI = [(Marketing Revenue - Marketing Expenses) / Marketing Expenses] x 100% 

Cost Per Acquisition = Total marketing costs (MCC) / Total customers acquired (CA) 

Gross Margin(Total Revenue - Cost of Goods Sold) / Total Revenue

Cost Per ConversionTotal cost of ads /  Number of Conversions


Considerations for Creating KPIs

KPIs of one company differ from the next, based on their unique objectives and achievement standards.

  • Determine the key objectives the firm expects to attain

Purpose can be both extrinsic and intrinsic. The latter are everyday triumphs accomplished inside divisions or sectors and the former are outcomes that add to the primary corporate goals.

  • Approach for achieving the goals

These include the approaches and methods of accomplishing things. Some basic WH questions can assist here.

Stages for Creating Applicable KPIs

Developing good KPIs indicate a clear acknowledgment of the corporate objectives and goals following a precise, defined method for generating KPIs. This is how we can make a key performance indicator:

  • Set a specific goal.
  • Inquire about performance measurements.
  • Determine the data that a company still has.
  • Illustrate the performance targets.
  • Gather the information.
  • Create an appropriate KPI equation.
  • Distribute KPIs to relevant management and parties.

Importance of KPIs

Key performance indicators provide insight into how well a company performs. It would not be possible for top management to assess the success and subsequently make organizational adjustments to solve issues without a KPI. 

Workers and employees engaged in critical commercial objectives and responsibilities related to company effectiveness can be difficult if there is no specified KPIs to underline the significance and relevance of such efforts.

These metrics can hint at potential results, offering managers warning signals on future business difficulties or prior counsel on chances to optimize ROI and identifying corporate triumphs or challenges based on assessments of present and past results. 

Empowered with so much data, businesses may handle commercial operations better, possibly enhancing performance by having fewer content competitors.

What is the Conversion Rate?

The Conversion Rate is the value of the percentage of individuals that execute a specific behavior. They differ significantly depending on the sector and company style. You may discover overall conversion rates of Search Engines, Advertising, Social Media sites, as well as other platforms by accessing the standards. 

A great conversion rate is dependent on various aspects, which are satisfying in order to produce the expected effect. This includes the user's degree of attention, the attraction of the deal, as well as the convenience of a procedure.

Conversion Rate Formula

Conversion Rate =  (Conversions or Achieved Actions / Total Visitors) x 100%

Methods of Increasing Conversion Rate

A/B testing is the simplest technique to improve conversion rates. This test method allows you to evaluate by offering one variant which is user insight A as well as another variant which is user insight B, and after that observing which variant works more effectively and making adjustments according to the findings to enhance rates. 

This testing can include more than just experiments with shade or typeface - space planning, advertising copies, primary role, and other factors. 

However, a poor conversion rate might indicate these issues:

  • The layout of the website as well as sitemaps create obstacles or are ineffective in executing activities.
  • The proposal is irrational

Importance of Conversion Rate

Conversion rates can be a good approach to compare and assess the efficacy of different promotional platforms. These rates aren't always correlated to visits; they may also indicate converting actions farther into the sales funnel. 

Once applied appropriately, this analysis may disclose which media will be most beneficial for advertising for a certain program, allowing a marketer to identify the material's efficacy and utilize it to influence business choices. It is probably one of the most significant methods in determining how efficiently a company performs.

Differences Between KPI and Conversion Rate


Customer Retention, CPA, Order Value, and other metrics are examples of Key Performance Indicators. However, the conversion rate is one type of KPI.


A distinctive KPI approach will be formed by the given industry, the initiatives being conducted, the phase of development, and other factors. Conversely, the conversion rate is determined by the user's engagement level, the deal's quality, and the procedure's efficiency.

Ideal Value

KPIs have different standards depending on the type, but a satisfactory conversion rate is between 2% and 5%.


All KPIs are not conversion rates, but all conversion rates are KPIs.

Practical Example

Example 1 

A marketer conducts an internet advertising Facebook campaign with a target group of 50,000 individuals. 

Among them, 1500 individuals responded to the advertisement from those 50,000 persons. 

As a result, the total conversion rate for such a campaign is described in the following:

1500/50000 = 0.03, or we can say a conversion rate of 3%

Example 2 

Revenue Per Client represents one fundamental instance of a KPI. Suppose a company's yearly sales are $500,000 and it has 250 customers; the RPC equals $2,000.

Example 3

Assume Ms. Riana is running a Facebook promotion for an eCommerce clothing and accessory company. The entire promotional cost was $3500. 

Whenever that campaign was over, she determined that it had resulted in 100 purchases. As a result, the Cost Per Acquisition for that program was- 

$3500 / 100 = $35

The result, $35 means that one new client would have an average of $35.

KPI vs. Conversion Rate - Comparison Table



Conversion Rate


The essential measures of development indicating an anticipated objective refer to KPIs

The percentage value of any recommended activity that one wishes the client to do refers to the conversion rate.





  • If you divide the revenue value by the number of orders, that will equal Average Order Value (AOV).
  • If you subtract the percentage value of detractors from the percentage value of Promoters, that will be equal to Net Promoter Score
  • (conversions / total visitors) * 100%

Output Format

Numbers, anecdotes, or percentages



Absence rate, page views, lifetime value, net sales, net promoter score, revenue per visitor, and so forth.

An internet advertisement aims to convert a digital client into a website viewer.


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