Your conversion rate represents the percentage of website visitors who process your offer. This is one way to track the impact of your messaging, as well as the message behind the message. For example, if you want your audience to make a purchase on your website after clicking on your Facebook ad , the percentage of users who make a purchase is your conversion rate. You want higher conversion rates because it means that people are buying what you are selling. If your conversion rate is low, however, it means that your ads are not hitting their impressions, and you may need to adjust your strategy.

Facebook is the number one social media site for driving conversions, which makes effective Facebook advertising more important.

This is the number of conversions coming in, divided by the total number of visitors, and multiplying the result by 100 to get a percentage. Let's look at an example: If a shoe brand's star product receives 12,000 visitors in a month and generates 250 sales, its conversion rate will be 2.08%.