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Click-through Conversion Rate Calculator

Calculate click-through conversion rate (click-to-conversion CVR) and estimate required clicks for target conversions.

Click-through conversion rate (click CVR) measures conversions divided by clicks. It tells you how efficiently clicks turn into outcomes.

Use click-based CVR when your spend is click-driven (CPC) or when you want a clean post-click view that avoids session definition drift.

Prefer an explanation- Read the guide.
Related definitions:click through conversioncvrctrconversion rate
Paid ads measurement hub: ROAS, MER, marginal ROAS, and incrementalityCVR (Conversion Rate): definition, formula, and how to calculateCPC (Cost Per Click): definition, formula, and how to calculateCPM (Cost Per 1,000 Impressions): definition, formula, and how to calculate
 
 
 
Used to estimate CPC and CPA from clicks and conversions.
$
Used to estimate ROAS from spend.
$
Tip: you can type commas (e.g., 10,000).

Example

Using the default inputs, the result is:
3%
Clicks (period)
12,000
Conversions (period)
360
Target conversions (optional)
500
Ad spend (optional)
$0
Revenue (optional)
$0

How to calculate

  1. Enter total clicks and conversions for the same time window.
  2. Review click CVR and the implied clicks per conversion.
  3. Optionally enter a target conversions number to estimate required clicks.

Formula

Click-through CVR = conversions / clicks
  • Clicks and conversions are measured over the same window and attribution rules.
  • Uses click-based CVR (not session-based).

FAQ

Is this the same as session CVR-
No. Session CVR uses sessions as the denominator. If your spend is click-based, click CVR keeps units consistent.
What if my conversions lag clicks-
Use a longer attribution window or wait for lag to settle before calculating CVR. Short windows often understate true conversion rate.

Common mistakes

  • Mixing clicks from one attribution window with conversions from another.
  • Using session-based CVR when your denominator is clicks (unit mismatch).
  • Comparing blended CVR without segmenting by campaign or landing page.

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Estimate a target ROAS to cover variable costs plus a desired margin buffer.
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Model CPM -> CTR -> CVR to estimate CPC, CPA, ROAS, and profit per 1,000 impressions (with margin and variable costs).
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Calculate Return on Investment (ROI) for a campaign or project.
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Incrementality Lift Calculator
Estimate incremental conversions, incremental ROAS, and incremental profit from a holdout test.

Quick checks

  • Keep attribution model and window consistent when comparing campaigns.
  • Pair efficiency metrics (ROAS/CPA) with profit assumptions (margin, refunds, fees).
  • Validate tracking after site changes (pixels/events can silently break).