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whatever method you pic, stick with it. that's what counts. a ratio is a non-absolute number. hat counts is that it improves, not what it is objectively.
what you can do also is define a goal in google analytics (the thank you page after a signup) and then the analytics itself will start telling you your conversion rate expressed as a percentage.
with just the raw numbers i would take your visitors and divide that by your sales, so 4,624 / 17, which equals 1:272 or 0.36%
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