What is conversion rate?

Conversion rate — CVR — is the share of ad clicks that end in a conversion: conversions divided by clicks, as a percentage. In this app the numerator is platform-reported conversions: each ad platform's own count of the conversions it believes it caused, under its own attribution rules.

Formula

CVR = platform-reported conversions ÷ clicks × 100

Worked example

In a month, your channels report 10,000 clicks and 250 conversions: CVR is 2.5%. The next month clicks rise to 14,000 but conversions only reach 280 — CVR falls to 2.0%. Volume went up and efficiency went down at the same time, which is exactly the pattern a rate metric exists to catch: the extra clicks came from people less likely to buy.

How Saldo Metrics computes it

fact_ad_performance stores each platform's reported platform_conversions per creative per day, carried through v_ad_spend_enriched into v_channel_performance. The CVR trend widget groups those rows by month and divides total conversions by total clicks — missing conversion counts are treated as zero, so a platform that reports clicks but no conversions pulls the blended rate down rather than dropping out. Because both sides come from the platforms, this metric stays internally consistent per channel but inherits each platform's attribution rules; the warehouse-side alternative, built from orders the attribution engine actually matched, is what true ROAS reads.

Why it matters

CVR separates traffic quality from traffic cost. CPC tells you what a click costs; CVR tells you what fraction of those clicks did what you paid for. A CVR drop at stable CTR usually points below the ad — landing page, price, stock — rather than at the creative, and a CVR drop is one of the anomaly types the anomaly monitor flags.

Common mistakes

• Treating platform conversion counts as ground truth. Each platform counts its own view-through and click-through windows and happily claims conversions another channel also claims. Cross-channel truth lives in the attribution views, not here.
• Comparing CVR across channels with different conversion definitions. One platform's "conversion" may be a purchase, another's an add-to-cart, depending on campaign setup.
• Reading a monthly CVR move without checking the click mix. A new broad-audience campaign lowers blended CVR even when every existing campaign is unchanged.

Where you see this in the app

The Channel CVR Trend dashboard widget, and CVR-drop alerts in the anomaly monitor.