Glossary
CVR
The percentage of clicks or visits that result in a conversion.
Definition
The percentage of clicks or visits that result in a conversion.
Why it matters
CVR isolates whether the problem in a campaign is upstream (targeting, creative, traffic quality) or downstream (landing page, offer, checkout friction).
Key consideration
A traffic-quality problem and a landing-page problem produce the same low CVR number — CVR alone cannot tell you which one you have without segmenting by traffic source.
Related terms
Related benchmarks
APAC benchmarks for this metric are broken out by market and channel.
See CVR benchmarks →Run the numbers
Calculate this →Practitioner notes
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