Conversion by channel breaks down the conversion rate based on the channel through which each person arrived or was reached: email, WhatsApp, SMS, paid ads, organic search, or social media.

Instead of a single metric for the entire business, you get a breakdown by channel that shows you where your messages actually lead to purchases.

Why does it matter?

Each channel plays a different role and has a different cost. One channel may drive a lot of traffic but convert very little; another may have less reach but convert very well.

Understanding the conversion rate helps you allocate your budget more effectively, tailor your messages for each channel, and choose the best way to reach each customer. To measure it accurately, you should tag your links with UTM parameters.

How is it calculated?

Formula: Conversion rate = (Purchases generated by the channel / People who interacted with that channel) × 100.

For example, if 5,000 people open your WhatsApp messages and 300 make a purchase, the WhatsApp conversion rate is (300 / 5,000) × 100 = 6%.

Story mode

An online sports store sends the same promotion via email and WhatsApp. The email reaches more people, but WhatsApp generates more conversions: for example, 2 out of every 100 people make a purchase through the email, and 6 out of every 100 through WhatsApp. Based on this data, the store decides to use WhatsApp for its highest-value customers and email for broader communications.

How to Use It with Data4Sales

• Attribution by channel: You can see the revenue attributed to each campaign and channel, measured against a control group to determine the actual incremental revenue.
• Omnichannel coordination: Manage WhatsApp, email, and SMS from a single location.
• Natural-language reports: Ask Orbis Copilot to compare the conversion rates of your channels over a specific period.

Related terms

• Conversion rate
• UTM
• Attribution
• ROAS