Search Advertising assessment study guide

Conversion rate: Definition

The average number of conversions per ad interaction, shown as a percentage.

  • Conversion rates are calculated by simply taking the number of conversions and dividing that by the number of total ad interactions that can be tracked to a conversion during the same time period. For example, if you had 50 conversions from 1,000 interactions, your conversion rate would be 5%, since 50 ÷ 1,000 = 5%.
  • If you're tracking more than one conversion action, or you choose to count "Every" conversion, then your conversion rate might be over 100% because more than one conversion can be counted for each click.
  • Use conversion tracking in your account to measure your conversion rates and ultimately to help guide your advertising decisions.

About conversion tracking

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