Popup Conversion Rate
The percentage of visitors who submitted a specific popup out of everyone who saw it: submissions divided by views, for that one popup.
Popup conversion rate measures one placement, not the site. The formula is submissions divided by popup views, multiplied by 100. A popup displayed 2,000 times that collected 60 submissions has a 3% conversion rate. Views should count only impressions where the popup actually rendered, not page loads where a frequency cap or targeting rule suppressed it. PopupForge's popup conversion rate calculator does this arithmetic and shows how many additional views or submissions a target rate would require.
It differs from the general conversion rate, which can describe any goal, and from email capture rate, which counts every capture point on the site against all eligible visitors. A site can have a high popup conversion rate and a low email capture rate at the same time if the popup is shown only to a small, well-targeted segment.
Compare rates per trigger, per page, and per device before comparing to anyone else's numbers. An exit-intent popup on a checkout page and a timed popup on the homepage measure different visitors with different intent. In a multi-step form, also track step progression, since a strong step one with a large drop at step two is a form problem, not a targeting problem.
See it in practice