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This is something I am also interested in getting a set formula to analyze. I agree with you Jason. I caught on to Cobalt's tactics long ago for over inflating their website results. I feel they are getting over on less educated people analyzing the data. Anyways, sorry for posting a little off topic. Now that I know I'm not alone maybe I will spend more time coming up with something based off of others suggestions. My initial thought is I think that one could use Cobalt's tool to lay a foundation for your formula and then make your own modifications. Like you mentioned, h & D page views shouldn't be considered in the conversion ratio. At least not in my opinion. However, I do think it does have some significance I think. Kind of like ad prints on cars.com or autotrader. I would like to see a study on h&d visits and ad prints and the relevance of these actions to a dealers bottom line. Is the relevance so small that it's not significant? Are the vendors using these actions to only inflate their conversions? I would like to think that you can attribute these actions to sales every month. The question is...what is the average number of customers that actually bought after performing one of these actions on your site. If we knew this number then maybe we could incorporate these actions into our conversion ratio.