Conversion rate

Conversion rate turns clicks into results. At 5%, twenty clicks should bring about one conversion. That is also why it sets how patient to be: at a low rate, zero conversions over many clicks can still be bad luck.

It moves with the traffic, the offer and the landing page, so a fall in conversion rate is often a page or tracking problem rather than a media one.

1. Add the Conv. rate column to Campaigns, Ad groups, Keywords or Search terms.
2. Compare it by device, network and hour to find where it differs.
3. Check it against the landing page report.
4. Look at it over enough clicks: a rate on 30 clicks is noise.

At a 4% conversion rate, twenty clicks with no conversion prove little. It takes several times that before zero is unlikely to be chance, and the lower the rate, the more clicks it takes.

An account at 4% stops judging keywords after 20 clicks and waits until each has had enough.

• Judging a keyword or campaign on too few clicks.
• Comparing conversion rates between accounts with different conversion definitions.
• Fixing a fall in conversion rate with bids when the page or tracking broke.

The audit checks Oppy runs on this, each with its own page.

• Campaigns spending with no conversion at all
• Keywords spending past the point of proof with nothing back
• Too little has happened here to judge performance

• Conversion: An action you count as a result of an ad: a purchase, a lead form, a call, a sign-up or a store visit.
• Click-through rate (CTR): Clicks divided by impressions: the share of people who saw an ad and clicked it.
• Cost per acquisition (CPA): Cost divided by conversions: what one result costs.