Google Ads · Metric
What is Conversion rate?
Conversion rate is the percentage of interactions that led to a conversion; in Google Ads it is conversions divided by clicks (interactions), and in Google Analytics 4 the equivalent is the key event rate, sessions with a key event divided by all sessions.
74 conversions from 2,460 clicks: a conversion rate of 3%.
- Data source
- Google Ads
- Type
- Metric
- Formula
- Conversion rate = conversions / interactions × 100
Why it matters
It is the metric that connects volume to value. Two campaigns with the same spend and the same clicks are not the same if one converts at 2% and the other at 6%, and the difference is invisible in every metric above it.
How to read it
The number depends on what counts as a conversion and how it is counted (once per click or every time), so compare campaigns only within the same conversion setup. In Ads, conversion rate uses interactions in the denominator, which for video and display campaigns are not clicks.
In a Data Studio report
In a Data Studio (formerly Looker Studio) report conversion rate is a scorecard next to conversions on the overview and a column in the campaign and keyword tables, where sorting by it finds the campaigns that deserve more budget and the keywords that burn it.
Where to find it in Google Ads
Google Ads: Campaigns, then the Conv. rate column; Google Analytics 4: Reports, then Advertising, or Session key event rate under Customize report.
