Conversion rate
Conversion rate is the percentage of people who complete a goal after arriving from an ad, usually conversions divided by clicks or landing-page visits, times 100. It reflects the match between the ad's promise and the page that follows, as well as the offer itself. Creative affects it by setting expectations before the click.
Updated
Formula and example
Conversion rate = (conversions ÷ clicks) × 100.
Example: 30 purchases from 1,000 link clicks is a 3% conversion rate.
Some teams divide by landing-page views instead of clicks, which excludes people who clicked but left before the page loaded. Choose one and keep it.
How ads change conversion rate
An ad that is specific about the product, the price range and who it is for sends fewer but better-matched visitors, which usually raises conversion rate. An ad that hides the product to drive curiosity tends to do the opposite.
Message match matters too. If the ad shows a particular product or offer, the landing page should open on that same product or offer, not on a generic home page.
Reading it with CTR
| CTR | Conversion rate | Reading |
|---|---|---|
| High | Low | The ad attracts clicks the page cannot convert; check message match |
| Low | High | The ad filters well but reaches few; test new hooks |
| High | High | Scale it |
| Low | Low | Rethink the offer or the audience |
How the platforms define it
Google Ads defines conversion rate as the average number of conversions per ad interaction, shown as a percentage: conversions divided by the ad interactions that can be tracked to a conversion. Its example: 50 conversions from 1,000 interactions is 5%.
Questions
- Should conversion rate use clicks or landing page views?
- Either works if you are consistent. Landing page views exclude people who clicked but left before the page loaded, so the rate looks higher.
Sources
Read on 27 October 2026. Platforms change specs and policies without notice; check the source before you build to a number.