Term
Conversion Rate (CVR)
Advertising KPI: share of clicks (or sessions) that result in a conversion. Central efficiency metric for landing page and offer quality.
Conversion Rate (CVR) — in more detail
CVR stands for “Conversion Rate” — the share of clicks (or website sessions) that end in a defined conversion. Formula: (conversions ÷ clicks) × 100. CVR is the dominant lever of performance math: 1 → 2 % CVR halves the CPA at constant CPC. It results from the interplay of ad (expectation), landing page (delivery, load time), offer (price, trust signals), and friction (form length, required fields). Industry benchmarks vary widely — B2B lead gen 1–4 %, e-commerce 1.5–4 %, high-ticket 0.3–1 %.
Example / In practice
A landing-page test cuts the lead form from 8 fields to 4. CVR rises from 2.1 % to 3.4 %, CPL drops from €95 to €59 at constant CPC. Sales reports a slight dip in lead quality — net CPSQL still improves.
Distinction from similar terms
CTR measures click probability, CVR measures conversion probability after the click. View-Through Conversion is a special count — conversion without a click. CPA is the cost view: CPC ÷ CVR equals CPA.
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CPA (Cost per Acquisition)
Advertising KPI: average cost per conversion. Central efficiency metric for lead gen and performance marketing, and the steering input for tCPA bidding.
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