Formula
New paying customers / Total unique visitors x 100
How to measure
Divide new paying customers acquired in a period by the total count of unique visitors to the site or app in that same period.
Why track it
This full-funnel number ties every upstream marketing and product decision back to the ultimate business outcome, revenue.
Example
A company converts 0.8% of its 500,000 monthly visitors into paying customers, a number it tracks to judge full-funnel health.