Prices and rates
Conversion rate
Updated
Conversion rate is the share of ad clicks that end in the action you want, such as an inquiry or a booking. Google divides conversions by the ad interactions in the same period. Its example: 50 conversions from 1,000 interactions is 5%.
Google notes the rate can pass 100% when one click leads to several counted actions. So check what counts as a conversion before comparing rates. Example: a hotel counts a visit to its booking engine as a conversion. Its rate will look high next to a hotel that counts only paid bookings.
Related: click-to-booking rate · cost per inquiry · attribution window