Conversion Rate & ROAS Formulas

The Conversion Rate (CR) is the percentage of visitors who complete a desired action. It is fundamental to understanding marketing funnel efficiency and campaign performance.

Core Formulas

  • Conversion Rate: (Conversions / Visitors) × 100
  • Cost Per Acquisition (CPA): Ad Spend / Conversions
  • Revenue: Conversions × Average Order Value
  • ROAS: (Revenue / Ad Spend) × 100
  • Cost Per Visitor (CPC): Ad Spend / Visitors

Benchmarks

  • E-commerce: Average CR is 2-3%. Good CR is 3-5%.
  • SaaS: Average trial-to-paid CR is 10-15%.
  • B2B: Lead-to-close CR typically 2.5-5%.