CVR (Conversion Rate)
CVR (conversion rate) is the percentage of visitors who complete a desired action — a purchase, signup or lead — after clicking through to a landing page.
Conversion rate (CVR) measures how effectively your landing page or funnel turns visitors into customers. It's the post-click counterpart to CTR and applies at every stage of a funnel: ad-to-click, click-to-add-to-cart, add-to-cart-to-checkout, checkout-to-purchase.
When marketers say "conversion rate" without qualification, they usually mean the overall site conversion rate: purchases ÷ sessions. Ecommerce benchmarks vary by vertical but 2–4% is a common range for cold traffic. Warm traffic (retargeting, email) converts significantly higher. Subscription and SaaS free-trial pages often see 5–15%.
CVR is governed by factors outside your ad: page speed, headline-to-ad match, trust signals, price, checkout friction. Optimising CVR is often the highest-leverage activity because it amplifies the value of every click you've already paid for.
Formula
CVR = (Conversions ÷ Clicks or Visits) × 100%
Example
Related terms
CTR
CTR is the percentage of people who click your ad after seeing it, calculated as clicks divided by impressions times 100.
CPA
CPA is the average advertising cost to acquire one customer or conversion, calculated as total ad spend divided by total conversions.
ROAS
ROAS is the revenue earned for every dollar spent on advertising, expressed as a multiple (4x means $4 back per $1 spent).
AOV
AOV is the average dollar amount spent per order, calculated as total revenue divided by total number of orders.