Conversion rate (CVR) of an advertising campaign is the percentage of people that performed a conversion action such as a purchase or filled a contact form out of the total number of clicks that ad campaign generated. It is considered a crucial metric for measuring the success of your campaigns. Conversion rates indicate whether or not your campaigns need to be optimized further. A low conversion rate can mean you need to work on optimizing your CTA's, targeting, ad copy, landing pages, or creative.

The formula for CVR = (Total Conversions / Total Clicks) * 100