← Glossary
Conversion Rate (CVR)
Conversion rate is the share of clicks that became a recorded conversion.
Why it matters
It is the hinge between traffic and results - the same cost per click produces a completely different cost per acquisition at 2% versus 8%, and the fix is usually the landing page rather than the campaign.
What people get wrong
Reading a low conversion rate as a traffic-quality problem when it is a measurement problem. If calls are not tracked, a business converting well on the phone shows a conversion rate near zero.