---
title: "What is Baseline Conversion?"
url: https://fibr.ai/glossary/baseline-conversion
description: "Baseline conversion is the initial conversion rate measured before experiments or changes, serving as a benchmark for comparison."
last_updated: 2026-05-05T11:55:57.665538+00:00
---
Baseline conversion refers to the starting conversion rate that serves as a benchmark for comparison. It is recorded before any A/B test, campaign, or optimization initiative begins.

Establishing this baseline ensures improvements can be measured accurately. For example, if a site’s baseline conversion rate is 3%, and a redesign increases it to 3.6%, the impact can be quantified at 20% growth. Without this reference point, test results lose context.

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