metrics

CVR (Conversion Rate)

CVR is the percentage of users who complete the desired action on a landing page, such as submitting a lead form.

Typical advice funnel CVRs

  • Cold paid traffic to lead form: 3%–12%
  • Retargeting traffic to lead form: 8%–25%
  • Branded search to lead form: 15%–40%

CVR is the highest-leverage metric a firm can improve without touching ad spend.

Related terms

cplctr
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