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What Are Conversion Rate Metrics?

Conversion rate metrics measure the percentage of users who perform an action after seeing a flag variant—calculated as:

(# of events / # of impressions) = % conversion rate

They track how often a specific event (e.g., a signup-complete) follows a flag impression, revealing which variants drive behavior in Experiments.

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Example: Sign-Up Conversion

Let’s explore how a conversion rate metric tracks sign-ups for the signup-cta flag, testing which button text variant (Join Now, Register, or Sign Up) drives the most conversions:

Impression

Logs an impression each time the flag() function gets the text variant:

// landing-page.tsx
const value = client.flag('signup-cta', 'Register');

<Button id="signup-cta-btn" onClick{() => {
  client.track('signup-cta-click')
  router.push('/signup')
}}>
  {value}
</Button>

Event

Track the signup-complete event when a user signs up:

// register-page.tsx
<Button
  id="signup-complete-btn"
  onClick{() => client.track('signup-complete')}
>
  Create My Account
</Button>

Experiment

  • In an Experiment, FlagSync links these signup-complete events to signup-cta impressions to calculate conversion rates.
  • If User ABC sees Join Now and later triggers signup-complete, FlagSync records it as a successful conversion.

Timing matters: Only events tied to prior impressions count—FlagSync ensures the user saw the variant before acting, ensuring accurate cause-and-effect.

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Sample Conversion Results

Here’s a hypothetical outcome of the signup-cta experiment, showing how many users sign up after seeing each variant (Join Now, Register, Sign Up) with 100 users per variant:

VariantImpressionsSign Up CompletionsConversion Rate
Register1001515%
Sign Up1002525%
Join Now1003535%

Insight: Join Now leads with 35%—it’s the most effective at driving sign-ups.

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Example Dashboard Insights

See a simulated FlagSync dashboard for the signup-cta experiment, testing how button copy variants (Join Now, Register, Sign Up) impact sign-up conversions over time:

  • Trend: The chart shows Join Now (pink) leading over time, followed by Sign Up (orange), with Register (blue) trailing—confirming our example’s insight.

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Next Steps