CVR
Conversion rate
The share of people who completed the action you wanted — a purchase, or sending their details — out of everyone who reached your page.
Formula
Conversion rate = (conversions ÷ visits) × 100
A worked example (hypothetical numbers)
Say the ad brings 2,000 visits and 50 of those visitors place an order. Conversion rate = (50 ÷ 2,000) × 100 = 2.5%, so 2.5 visitors in every 100 bought.
The numbers are illustrative, only to show the arithmetic. They are not real results or market averages.
How to read it
- This number talks about your page and your offer more than your advertising: the same traffic converts differently once the page is fixed.
- Never compare conversion rates across sources: a visit from a high-intent search is not the same as a visit from a video.
- Improving it lowers cost per order directly, and it is usually cheaper than raising the budget.
The common mistake
Blaming the advertising for a page problem. An ad sending interested visits to a slow page with unclear pricing reads as a failed ad in the dashboard, while the problem sits one step past it.