Conversion rate
Conversion rate is conversions divided by clicks (or sessions) — the share of traffic that completes the goal action. Ecommerce paid traffic typically lands between 1.5% and 3%.
Conversion rate is the most powerful budget lever most teams ignore: raising it from 2% to 2.5% cuts the required ad budget by 20% at identical revenue. Landing page and offer work is usually the cheapest budget reduction available.
Define the denominator consistently (clicks vs sessions differ by 10-20% through lost clicks and multi-visits), and segment by intent: brand traffic converting at 8% blended with prospecting at 1.2% produces an average that describes nothing.
Want to know what yours is?
The free audit reads your actual account and computes the numbers behind every one of these definitions — no generic benchmarks.
Run the free audit