How to calculate website conversion?

Question

Conversion

Tell me, what metric is right to use to calculate the site conversion: visits or unique visitors?

Answer 1

Should come from tasks.
If for you the main number of visitors in general is visits, if attracting new ones is unique visitors.

Answer 2

both
but visits are more correct, of course,
if there is no sale / purchase of traffic

Answer 3

What do you consider a conversion?

Answer 4

Conversion = the percentage of total sessions in which goal achievement was registered. This is by default.

Answer 5

I would also split the overall conversion into small parts and deal with each separately:
- at the level of individual channels (for example, SEO, PPC, direct);
- at the level of individual priority product categories;
- at the level of one specific product;
- at the level of a separate region;
- at the level of one separate form;
- at the level of a single device;
- at the level of a separate segment of the audience;