A conversion rate in marketing describes the percentage of people who complete a desired goal. For example, if 100 people visit a landing page for an gated asset and 20 download it, the landing page would have a conversion rate of 20%. In another example, if a marketing campaign generates 100 leads and 15 of those leads make a purchase, the campaign has a conversion rate of 15%. The desired goal can vary depending on the marketer’s overall goal. Conversion rates can be based on clicking on an advertisement, watching a video, interacting with content, completing a purchase, and more.