Conversion Rate
Conversion rate is the share of visits or clicks that complete the action you care about.
In detail
It is a property of the whole path — query, ad, landing page, form — not of the page alone.
Segment it before acting: one device, campaign or country can hide the real problem in an average.
Example
12 leads from 400 clicks is a 3% conversion rate.
Why it matters
Improving it raises the return on every visit you already pay for or earn.
Common mistakes
- Judging site-wide rates instead of per-intent rates.
- Sending traffic from specific queries to a generic homepage.
Related questions
Related articles
- Google Ads: 10 Common Mistakes That Waste Your Budget
The recurring reasons paid search budgets disappear without results — and the fix for each one.
Related guides
- The Complete Google Ads & SEA GuideGuide
Paid search from first principles: account structure, keywords and match types, ads, landing pages, bidding, tracking and profitability.
Related terms
- CPA
CPA (cost per acquisition) is what you pay, on average, for one conversion.
- Conversion Tracking
Conversion tracking records the valuable actions people take after clicking an ad or visiting a page.
- Core Web Vitals
Core Web Vitals are Google's metrics for loading performance, interaction responsiveness and visual stability.
Related questions
- How much should I spend on Google Ads?
Work backwards from value, not from a benchmark. If you know what a customer is worth and roughly how many clicks it takes to win one, you know the most you can afford per click.