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Conversion rate - Instagram Glossary

Conversion rate is the percentage of people who complete a desired action out of those who had the chance. On Instagram it is measured at several distinct steps, and quoting a single site-wide number usually hides which of those steps is actually broken.

The chain worth measuring separately: reach to profile visit, profile visit to follow, follow to DM, DM to email, email to sale. Each has its own typical range, and a business with a revenue problem almost always has one weak link rather than uniformly poor performance.

Diagnosing the weak link is the whole exercise. High reach and low profile visits is a content-relevance problem. High profile visits and low follows is a bio problem. Plenty of DMs and no sales is an offer problem, and no amount of additional traffic will fix it.

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