Updated
Conversion rate is the percentage of visitors or clicks that complete a desired action, known as a conversion. That can be a purchase, an enquiry, a phone call, a newsletter signup or a download.
How do you calculate conversion rate?
Conversion rate = conversions ÷ visitors (or clicks) × 100. If 1,000 visitors place 25 orders, the conversion rate is 2.5%.
What values are realistic?
Online stores often land between 1% and 3%, while B2B lead forms can be much higher depending on the offer and the traffic source. More important than industry averages is how your own numbers develop over time and by channel.
What affects conversion rate?
- How well the search query, the ad and the landing page match
- Page speed and usability on mobile
- Trust signals such as reviews, references and clear contact details
- Price, shipping costs and a simple checkout
- One clear call to action
Measuring conversion rate correctly
Without clean tracking the metric is worthless. You need properly configured conversions in Google Ads and analytics, Consent Mode v2 for users who decline cookies and, where needed, server-side tracking. Only then can conversion rate be tied meaningfully to CPC and ROAS.
Digitalman sets up conversion tracking and optimizes campaigns for leads and revenue. Learn more on our Google Ads agency page.
Digitalman can help
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