End Action Rate

Measure how effective marketing campaigns are by monitoring the last action taken by your audience.

Digital Marketing KPI |  End Action Rate

End Action Rate Definition

The End Action Rate KPI measures how effective marketing campaigns are by monitoring the last action taken by your audience. This KPI may also incorporate non-sales related objectives such as contact requests or bounce rates. While similar to the goal conversion rate KPI, end action rate provides a broad assessment of campaign performance by monitoring all possible outcomes.

The End Action Rate KPI is intended to provide your team with actionable information about your campaign performance. For example, if you are running a banner ad campaign with a specific landing page, you will want to monitor secondary metrics as well as goal completions. These secondary metrics will tell you how well the page resonates with your audience and if the campaign was generally well received. It's important to remember that many prospects aren't ready or willing to commit to a purchase or share contact information on their first visit to your website, but a good first impression can result in future engagements.

Key Terms

  • End action: The last interaction a campaign visitor has with your website.
  • Lead: New prospects generated by a marketing campaign.
  • Wins: New customers generated by a marketing campaign.

End Action Rate Success Indicators

  • Campaigns that result in a high number of leads or wins.
  • Campaigns that generate positive events like social engagements or contact requests.
  • A reduction in negative events like bounces and exits.

How to monitor End Action Rate in Real-time

Once you have established metrics for measuring End Action Rate, you’ll want to establish processes to monitor this and other marketing KPIs. Dashboards can be critical in this regard.

Learn more about how to track your End Action Rate on a Digital Marketing Dashboard.

End Action Rate: Top Resources

The Seven Performance Metrics that Matter Most, eMarketer


# of users that start activity / # of users that complete activity


Google Analytics Custom Dashboard



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