CR

Conversion Rate is the share of visitors who complete a target action, expressed as conversions divided by clicks or sessions. The 'conversion' is whatever the campaign is optimized for — a registration, an FTD, an install, a purchase — so a quoted CR is meaningless without knowing which event and which stage of the funnel it measures.

Buyers live in CR at every funnel step: click-to-lander, lander-to-reg, reg-to-dep. Diagnosing a losing campaign means finding which specific CR broke — great CTR with terrible lander CR points to creative-lander mismatch, while a healthy reg rate with poor deposit CR points to offer or brand problems. Compare CRs only within the same geo, source, and funnel stage; cross-vertical CR benchmarks are noise.