The compound conversion rate is basically calculated as the counts of directs visitors compared to the counts of total leads.


Direct visits are those who have not been referred and total leads are those who opted in as email subscribers.


Example:


Campaign # 1 = 91 total leads / 207 direct visitors = 44% Compound Conversion Rate




Campaign # 2 = 9 total leads / 67 direct visitors = 13.4% Compound Conversion Rate