Conversion Rate
Also known as: CVR
Conversion rate is the percentage of visitors or clicks that complete a desired action, such as a purchase, lead form or call.
Conversion rate measures how well traffic turns into outcomes.
Conversion rate = Conversions ÷ Clicks (or visits) × 100%
It’s one of the two levers (with CPC) that determine your cost per customer. Improving your landing page or offer often lifts conversion rate faster than cutting ad costs. Model its impact in the Google Ads budget calculator.