A Google Analytics screenshot. Calculated metrics is selected in the left side menu panel. In the center, text in the name textbox states: User Conversion rate. Under Formatting Type, percent is selected. In the textbox under formula text as follows: left-brace, left-brace, transactions, right-brace, right-brace, divided-by, left-brace, left-brace, users, right-brace, right-brace. 