Performance
What is CVR?
Conversion Rate
DEFINITION
CVR (Conversion Rate) is the percentage of ad clicks that convert to the goal action — sale, signup, or lead.
FORMULA
CVR = (Conversions ÷ Clicks) × 100INDUSTRY BENCHMARKS
Ecommerce: 2-5% · B2B lead: 5-15% · High-intent Google Search: 10-25%
Why CVR matters
Platform-specific metric for ad performance. Different from site-wide conversion rate — CVR measures what happens after the click. Low CVR = landing page mismatch or audience mismatch.
Common questions about CVR
What is CVR?▾
CVR (Conversion Rate) is the percentage of ad clicks that convert to the goal action — sale, signup, or lead.
How is CVR calculated?▾
CVR = (Conversions ÷ Clicks) × 100
What is a good CVR?▾
Ecommerce: 2-5% · B2B lead: 5-15% · High-intent Google Search: 10-25%
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