Conversion rate is the share of message recipients who completed the intended action, such as a purchase, a booking or a confirmed appointment, counted against messages delivered.
Defining the conversion first
The number is meaningless until the action is named. For an appointment reminder the conversion is a confirmed or rescheduled slot; for a cart reminder it is a completed order; for a fraud alert it is a "yes, that was me" or a card freeze. Pick the action, then decide the window, typically 24 to 72 hours after delivery.
How RCS changes the count
Some conversions complete inside the message. A suggested reply that confirms an appointment is the conversion, reported back as a tap event without a web visit, so the attribution is exact. Conversions that finish on a site or in an app need the same tracking an email campaign would use: a tagged link, a promo code or a matched phone number.
Reading it with the other rates
Delivery rate sets the denominator, open rate says how many saw the message and click-through rate how many acted on it; conversion rate is the fraction that finished. When a campaign converts poorly on RCS and SMS alike, the offer or the timing is the problem; when RCS converts and SMS does not, the trust and the button did the work. SimplyRCS analytics report the chain per campaign.