Conversion Rate
The share of visitors or clicks that complete the action you want: conversions divided by sessions or clicks.
Conversion rate is the share of visitors, or of ad clicks, that complete the action you want, whether that is a purchase or a lead. It is conversions divided by sessions (or clicks), written as a percentage.
It is where conversion rate optimization does its work, and small lifts compound: a move from 2% to 2.5% is a quarter more revenue from the same traffic, which often beats chasing a cheaper click. The levers are the landing page and the funnel, covered in conversion rate optimization and intuitive UX and the breadcrumb technique.
Trust the number before you act on it, though. Loose tracking inflates or hides conversions, so a clean conversion tracking setup comes first.
Put the number to work: the break-even ROAS calculator turns your margins into the ROAS you need, and a free Due Diligence Audit checks whether the figures you see are the ones you are getting. Back to the glossary.