Conversion rate
DefinitionGrowth
Conversion rate
The percentage of people who complete a desired action out of those who had the chance to: visitors who buy, viewers who click through, sign-ups who activate. The multiplier that brand strength quietly raises before performance optimisation ever touches it.
Evidence from the library
2.86xBrands with 60% awareness convert at 2.86x the rate of brands with 20% awarenessStat35%Click-based attribution sends a third of spend to sales that would have happened anywayWarning~3xBrand awareness does not move click-through rate, but it strongly predicts conversion rate: a brand at 60% awareness converts nearly 3x better than one at 20%.Stat1% / 15%Advertising conversion rates - about 1% typically, 15% at best - have not changed in 100 years despite a century of advances in creativity, targeting and testing.Stat+5pp awareness = +5pp Share of SearchAt low awareness, brand growth converts into search demand roughly one for oneStat
Source
Marketing Definitions
standard digital analytics practice
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