Which statistic indicates how often a click has led to a conversion?

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When trying to improve the performance of your website, you will want to pay attention to the different types of data that are available. The two main types are engagement and conversion data, both of which can help you determine what you need to focus on next in order to improve your website’s performance. In today’s blog post, we’ll be discussing how engagement data can give you insights into how your audience engages with your content and how that can help you decide what to do next. We’ll also discuss an important metric that is used to measure engagement: the click-through rate (CTR).

How can we understand which sources lead to conversions?

A few key statistics that could help determine which sources lead to conversions would be: click-through rate and conversion rate. The click-through rate measures how many times your content is viewed after being clicked on. The conversion rate measures, in percentage form, how many clicks are converted into leads, sales or some other actionable step (like downloading an ebook). Keep in mind that you can use these two metrics together when measuring success.

Click-through rate (CTR)

CTR represents how often users clicked on your ad compared to all times they were shown it. A high CTR suggests that your search ads were highly relevant and triggered an emotional response that influenced users to click. To increase your click-through rate, you’ll want to avoid irrelevant keywords and create compelling ads with emotional messaging. A high CTR will help you achieve higher Quality Scores, which helps keep your CPC low, making it easier for you to achieve more conversions at lower costs.

Conversion rate

The ratio of clicks on your ad versus those who have made a purchase. Click-through rate (CTR): The ratio of clicks on your ad divided by impressions for your ad. View-through rate: The ratio of times someone views your ad versus those who make a purchase. Click-to-conversion rate: The ratio of clicks on your ad over total conversions made. Cost per acquisition (CPA): How much it costs you each time someone makes a purchase from you.

Cost per acquisition (CPA)

When you set up Google Ads, you set your daily budget and create or choose your ads. You can also choose to track conversions in AdWords, which allows you to see whether someone who clicked on an ad went on to make a purchase later. The cost per acquisition (CPA) is what it costs for each person who completes whatever activity you’ve defined as a conversion.

Landing page performance metrics

A/B testing is, by definition, all about metrics. The whole point of an A/B test is to see which version of your landing page or ad copy converts better, so it’s pretty obvious that a major concern will be metrics like click-through rate (CTR), conversions, and cost per acquisition (CPA). As such, many of your metrics will relate directly to these numbers. However, there are some important non-numerical metrics you should also keep an eye on.


A campaign’s performance is indicated by its Click Through Rate (CTR). If CTR is low, you should consider A/B testing your ad copy and/or targeting new locations. An overly high CTR suggests you are paying too much for clicks, or that your landing page might not be delivering value to customers. Analyze these statistics before deciding whether or not you want to scale a campaign.

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