Conversion Rate

The conversion rate measures the effectiveness of your digital marketing efforts by tracking the percentage of user actions relative to total clicks on a display ad or any other digital asset. Your marketing strategy lays out the roadmap for these actions, which typically encompass various engagements such as clicking on a secondary link, downloading valuable assets like a B2B white paper, or opting in to receive exclusive retail promotions.

Calculating the conversion rate involves a simple formula: dividing the total number of clicks by the number of actions taken. A higher conversion rate signifies a more successful campaign, indicating that your content resonates with your audience and motivates them to take meaningful actions that align with your business objectives.


Let’s say you run a digital ad campaign for your online bookstore. The ad promotes a special discount on e-books, encouraging users to click through to your website.

  • Total Clicks: 500 people click on the ad.
  • Actions Taken: Out of those 500 clicks, 50 people purchase an e-book using the discount.

To calculate the conversion rate:

  • Conversion Rate = (Actions Taken / Total Clicks) * 100
  • Conversion Rate = (50 / 500) * 100 = 10%

So, in this example, the conversion rate is 10%. This means that out of every 100 people who click on the ad, 10 of them end up making a purchase.