Conversion Rate (CVR)
Conversion Rate (CVR) is the percentage of clicks or visitors that complete the desired action — purchase, signup, lead form, install. It measures how well your landing experience turns interest into outcomes.
Also called: CRFormula
CVR = (Conversions ÷ Clicks) × 100%Example
200 clicks and 10 purchases → CVR = (10 ÷ 200) × 100 = 5%.
Why it matters
Conversion rate is where ad quality meets landing-page quality. Two campaigns with the same CPC can have wildly different CPA purely because of CVR, so it's one of the highest-leverage numbers to improve.
Put these metrics to work
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FAQ
What is a good conversion rate?
Landing-page conversion rates commonly run 2–5% for e-commerce and can be higher for warm traffic or low-friction actions like email signups. Benchmark by industry and offer.
How do I improve conversion rate?
Match the ad's promise to the landing page, cut friction (fewer form fields, faster load), add social proof, and A/B test headlines, CTAs and layout.