Overall conversion rates question. Which stats do I use?

[alpherjo]

Hey all.

I was wondering which visitor stats you use when measuring overall website conversions. I know that to get the rate I would divide transactions by visitors, but should I use unique visitors or overall visitors?

Especially, what is the industry standard to when comparing our rates to others they are based on the same information?

Thanks for any insight!

[BrowserBob]

I would say you get closer to reality if you count unique visitors. For logical reasons this would be the only close to realistic view on these stats.