Enter conversions and clicks to get CVR, plus value per click - the number that tells you whether a campaign can pay for itself.
This is the most useful figure on the page. It converts a percentage into money and puts it on the same scale as CPC.
If value per click is $7.17 and your CPC is $2.12, every click is worth more than three times what it costs and you should be buying more of them. If value per click is $1.40 and CPC is $2.12, the account loses money on every click and no bidding strategy repairs that.
| Type | Typical CVR |
|---|---|
| Ecommerce, all traffic | 1.5–3.5% |
| Ecommerce, paid search non-brand | 1–2.5% |
| Lead gen, form fill | 3–10% |
| Local services, phone call | 8–25% |
| B2B SaaS trial signup | 2–7% |
Conversion rates are only as good as the tracking beneath them.
Conversion rates are only as good as the tracking beneath them. Four things distort them routinely: duplicate tags firing twice, counting every funnel step as a conversion, consent-blocked events under GDPR-style regimes, and cross-device journeys attributed to the wrong session.
If a rate looks impossibly good or impossibly bad, audit the measurement before you change the campaign. Rebuilding a broken conversion setup routinely produces bigger gains than months of bid optimisation, because everything downstream was optimising toward the wrong signal.