Contents
- Conversion rate relates the number of conversions to visits, sessions or clicks depending on the tool.
- Google Ads calculates it on clicks, GA4 on sessions or users: the two figures always differ, and that is normal.
- A rising conversion rate alongside falling traffic often signals tighter targeting, not a better site.
Definition
Conversion rate measures the share of visitors who complete the expected action: purchase, form, sign-up, call.
Formula
Conversion rate = conversions divided by the chosen denominator, multiplied by a hundred. That denominator changes from one tool to the next: clicks in Google Ads, sessions or users in GA4.
Worked example
A page receives 5,000 sessions and records 150 forms: conversion rate is 3%. Over the same period, Google Ads reports 4.1% because it relates 123 attributed conversions to 3,000 ad clicks. Both figures are correct, they do not measure the same population.
Orders of magnitude
In e-commerce, rates of 1% to 3% are frequent, higher on brand traffic. In B2B lead generation, a well-targeted landing page often exceeds 5%. These landmarks only hold at constant channel: comparing the conversion rate of direct traffic to that of Display makes no sense.
The most common mistakes
- Comparing rates across two tools. Google Ads, Meta and GA4 use different denominators and different attribution windows.
- Aggregating every channel. A global rate hides considerable gaps between brand traffic and cold acquisition, and distorts the reading of CPA along the way.
- Counting several actions as one conversion. If contact page views are declared as a conversion alongside form submissions, the rate becomes uninterpretable.
Where to find the metric
In Google Ads, the Conv. rate column, calculated on clicks. In Meta, you often have to rebuild it: results divided by landing page views. In GA4, key event rate per session or per user, two separate metrics. In LinkedIn Ads, the Conversion rate column.
Frequently asked questions
The Adwise team connects Google Ads, Meta Ads, LinkedIn Ads, GA4 and Search Console so agencies and freelancers can run their campaigns from a single place.