The cold calling conversion rate measures the number of sales or leads that are generated from a given number of cold calls. The higher the conversion rate, the more effective the cold calling campaign is considered to be. There are a number of factors that can influence the cold calling conversion rate, including the quality of the list of contacts, the script that is used, the skills of the telemarketer, and the offer that is made. Testing different approaches and constantly fine-tuning the process can help to improve results over time.