CVR

Conversion rate is conversions divided by visits or clicks. It is the cleanest single number for how efficiently a campaign turns interest into purchases, signups or leads, which is why it usually sits at the top of any growth dashboard.

In practice you should never read CVR as one number. Break the funnel into steps — landing, detail, cart, checkout — and you can usually see exactly where the leak is. That diagnosis is the starting point for any CRO work.

Define 'conversion' too narrowly and you'll mislead yourself. If you only count the first purchase, repeat orders and subscription renewals disappear from the metric. Mapping conversion to your real revenue model is more than half the work.