Glossarymarketing metricsconversion tracking

Conversion Rate (CVR)

CVRconversion rateclick-through-to-conversionmarketing KPIformula

Conversion rate (CVR) is the percentage of ad clicks that result in a conversion — meaning the user completed a desired action after clicking, such as making a purchase, signing up, or filling out a form.

Formula:

CVR = number of conversions ÷ number of clicks

CVR is a core performance metric in digital advertising and campaign analytics. It measures how effectively click traffic translates into meaningful outcomes, making it a key indicator of landing page quality, audience relevance, and overall campaign efficiency. A low CVR relative to a strong click-through rate, for instance, often signals a disconnect between the ad creative and the post-click experience.

Attribution
Also known as: conversion attribution Attribution is a method for linking a specific advertisement to a conversion or acquisition — essentially answering the question: which ad (or sequence of ads) deserves credit for a…
Click
A click is an engagement metric that records every instance of a user clicking on an ad. Importantly, a click is counted regardless of whether the user successfully reaches the destination — if the target website is…
Conversion
Also known as: acquisition, action A conversion is an action taken by a user in direct response to an ad or message shown to them. Common examples include signing up for a service, filling in a form, completing a…
Conversion Pixel
A conversion pixel is a small piece of tracking code — typically a 1×1 transparent image or a JavaScript snippet — placed on a specific web page in order to record when a user completes a desired action. Common…