Conversion rate
Conversion rate is the share of ad interactions that led to a conversion: conversions divided by clicks or interactions. It links traffic to results.
In the platformBasics
Conv. rate
Conversion rate is the share of ad interactions that led to a conversion: conversions divided by clicks or interactions. It links traffic to results.
CPA equals CPC divided by conversion rate, so a small change in conversion rate moves cost per lead or sale as much as a change in click prices. It depends on far more than the ad: the landing page, the offer, page speed, the form and how well the page fits the search all matter. It is only as trustworthy as the conversion actions behind it.
Where you'll see it
In Google Ads the column is "Conv. rate" (Columns > Conversions): conversions divided by interactions, using only the primary actions in the "Conversions" column. Meta Ads Manager has no default conversion-rate column; build a custom metric such as results divided by link clicks. TikTok Ads Manager shows "Conversion rate (CVR)".
Worked example1,500 clicks at $2.00 ($3,000)
| Conv. rate | Conversions | CPA | |
|---|---|---|---|
| Today | 3.0% | 45 | $66.67 |
| With a faster landing page | 4.0% | 60 | $50 |
$3,000 ÷ 45 = $66.67, the same as $2.00 ÷ 3.0%.
Do
- Count only real results as primary conversions
- Compare campaigns with the same conversion actions and audiences
- Check the site, form and tracking when the rate drops
Don't
- Count page views or button clicks, which inflate the rate
- Blame the ads first
- Read the rate on very few clicks, where one conversion swings it