Conversion Rate (CVR)
Percentage of clicks that result in a conversion.
Definition
Conversion Rate is the percentage of ad clicks that result in a desired action (purchase, lead, signup). It measures how effectively your landing page and offer convert traffic. Conversion rate optimization is often more impactful than increasing traffic.
Conversion Rate = (Conversions / Clicks) × 100
Industry Benchmarks
Ecommerce: 1-3%. Lead gen: 2-5%. High-intent B2B: 5-10%.
Ecommerce: 1-3%. Lead gen: 2-5%. High-intent B2B: 5-10%.
Practical Tips
- Test landing page headlines and CTAs
- Reduce form fields for lead gen
- Ensure page matches ad message
- Mobile conversion rates are typically lower—optimize for mobile
Related Terms
Want help applying this in your campaigns?
Book a 1:1 coaching session and we'll work through your actual account together.
Book a session ($199)