CVR (Conversion Rate)

In one line

CVR (Conversion Rate) is the share of clicks or visits that turned into a desired action: conversions ÷ clicks.

Why it matters

If CTR measures whether the ad was compelling enough to click, CVR measures what happened after — whether the person actually acted. A low CVR is rarely an ad problem; it's usually a landing page, offer, or audience-fit problem.

What to watch out for

Chasing CVR alone can shrink your volume drastically. Think in terms of CVR × volume = total conversions, not the rate in isolation.

Go deeper

What to check when CVR won't budge is covered in Optimizing CVR.