What term describes the percentage of users who complete a desired action on a platform?

The term that describes the percentage of users who complete a desired action on a platform is known as the conversion rate. This metric is crucial for businesses, especially in the context of digital marketing and e-commerce, as it indicates how effectively a platform or campaign motivates users to take a specific action, such as making a purchase, signing up for a newsletter, or downloading an app. A high conversion rate suggests that the user experience is optimized and the marketing strategies in place are effective at guiding users toward completing the desired action. This metric not only reflects user engagement but also contributes directly to a company's revenue and growth objectives.

In contrast, retention rate measures how many users continue to use a product over time, while churn rate tracks the percentage of customers who stop using a service within a given time frame. Net Promoter Score (NPS) gauges customer loyalty and satisfaction, focusing on their likelihood to recommend a service or product, rather than on their direct actions on a platform. Each term serves a different analytical purpose in understanding user behavior and business performance.