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