CVRConversion Rate
CVR is the percentage of clicks (or impressions) that complete a conversion event: purchase, signup, or install.
CVR = (Conversions / Clicks) × 100What does CVR actually mean?
Conversion Rate (CVR) measures the share of clicks (or sessions, depending on definition) that result in a conversion. Click-CVR is the most common definition for paid ads: conversions divided by clicks.
E-commerce CVRs vary by source and category. Cold paid traffic on Shopify averages 1-3% CVR. Retargeting traffic runs 5-15%. Brand search clicks convert at 8-20%. Mobile app installs convert at 2-8% from click to install.
CVR is downstream of both the ad creative (sets expectations) and the landing page (delivers on them). A great ad with a bad landing page produces high CTR + low CVR. A poor ad with a great landing page produces low CTR + high CVR. The right diagnostic is to look at both metrics together.
Example
A campaign drove 200 clicks and 6 purchases. CVR = (6 / 200) × 100 = 3%.
When it matters
CVR diagnoses landing-page quality independently of creative. Low CVR + high CTR = the creative is over-promising relative to the landing experience.
Related terms
CRO
CRO is the practice of improving the percentage of visitors who complete a desired action (purchase, signup, lead form) through testing and optimization.
CTR
CTR is the percentage of impressions that result in clicks. It signals creative resonance and ad quality.
CPA
CPA is the cost to drive one conversion event: a purchase, signup, lead or install. It's the universal performance metric.
AOV
AOV is the average revenue per order. Increasing AOV is one of three core levers for ecommerce growth (alongside traffic and conversion rate).
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