Conversion Rate - C1

A metric that shows how many potential customers in the study cohort have made at least one purchase of a product. 

A client differs from a potential client in the cohort only in the status of making a purchase. It follows that the number of clients cannot exceed the number of potential clients, and therefore conversion cannot be more than 100%. 

It is also important to remember that the status of a client does not cancel the status of a potential client. If in the cohort was 100 people potential customers and over time 10 of them made their purchases, the number of potential customers in the cohort remains unchanged - 100, just 10 of them received an additional status - client. The conversion rate will be 10%.

Conversion can change over time if the number of customers in the cohort changes, for example, one more potential customer will make a purchase.