Metrics
What is CVR?
Conversion Rate
Conversion Rate - percentage of clicks that result in purchases.
The Formula
CVR = (Orders ÷ Clicks) × 100
CVR (Conversion Rate) measures the percentage of ad clicks that result in a purchase. It's one of the most important metrics for Amazon advertising success.
How CVR Works
CVR tells you how effectively your product listing converts interested shoppers into buyers. A high CVR directly lowers your ACoS.
The Formula
CVR = (Orders ÷ Clicks) × 100
Example
If you received 10 orders from 100 clicks:
- CVR = (10 ÷ 100) × 100 = 10%
What's a Good CVR?
| CVR Range | Rating |
|---|---|
| Over 15% | Excellent |
| 10-15% | Good |
| 7-10% | Average |
| Under 7% | Low - optimize listing |
Note: CVR varies significantly by:
- Price point: Lower prices typically have higher CVR
- Category: Essential items convert higher
- Reviews: More/better reviews = higher CVR
- Competition: Unique products convert better
The CVR-ACoS Connection
CVR directly impacts ACoS. If you pay $1 per click:
- 10% CVR = $10 per sale in ad cost
- 20% CVR = $5 per sale in ad cost
Doubling CVR halves your ACoS.
How to Improve CVR
- Optimize product images - Show product benefits clearly
- Enhance bullet points - Address customer concerns
- Build reviews - Social proof is crucial
- Competitive pricing - Test price elasticity
- A+ Content - Rich content increases trust
- Answer questions - Address objections proactively
Examples
- →50 orders ÷ 500 clicks = 10% CVR
- →30 orders ÷ 200 clicks = 15% CVR
Related Terms
Track your CVR automatically
Shurq monitors all your key metrics in real-time and optimizes your campaigns 24/7.