There is more than one possible enquiry conversion rate, so define yours before comparing results. In our website reporting example, it means sessions containing at least one valid enquiry divided by eligible sessions, multiplied by 100. This follows the session-based structure Google uses for its session key event rate, with an enquiry-specific definition added by the business. Source: Google Analytics: dimensions and metrics

A worked example

Suppose 20 of 1,000 eligible sessions contain a valid enquiry. The rate is 20 ÷ 1,000 × 100 = 2%. Count the session once even if it produces more than one enquiry event. These are illustrative numbers, not a Travelgenix customer result.

Define valid and eligible

Agree how test submissions, spam and duplicate contacts are treated. State which channels and pages the denominator covers. Keep the same rules when comparing periods so the comparison answers the same question.

Keep bookings separate

An enquiry-to-booking rate answers a different question. For that measure, define the enquiry cohort, the booking outcome and the time allowed for conversion. Reporting the two measures separately gives the team a clearer view of website response and the later sales process.

Written and updated by Travelgenix. Sources checked on 16 October 2026. Worked examples and checklists are editorial illustrations and recommendations, not customer results.