How is the conversion rate for an email campaign calculated in Google Analytics?

• A. Divide the total revenue by the number of email recipients.
• B. Divide the number of email conversions by the total number of conversions displayed in bold under the conversions header.
• C. Divide the number of email clicks by the number of emails sent.
• D. Divide the number of opens by the total number of clicks.

Answer: (B)

When evaluating an email campaign's effectiveness in driving actions, you look at how many conversions came from that campaign relative to all conversions in the period. The described approach—dividing the number of email conversions by the total number of conversions shown in bold under the Conversions header—shows the share of all conversions that were attributed to that email campaign, expressed as a percentage. This frames the campaign’s contribution to overall conversion activity, which is why it’s the best choice here. The other ideas measure different things (revenue per recipient, or open/click activity) and don’t represent the campaign’s conversion rate in this context.