CTR vs conversion rate
Click-through rate measures the ad: clicks divided by impressions. Conversion rate measures what happens after the click: conversions divided by clicks. A high CTR with a low conversion rate means the ad attracts the wrong people or promises something the page does not deliver; a low CTR with a high conversion rate means the ad filters well but reaches too few. Cost per acquisition is CPM divided by conversions per thousand impressions (1,000 times CTR times conversion rate), so both matter.
| CTR | Conversion rate | |
|---|---|---|
| Formula | Clicks / impressions | Conversions / clicks |
| Measures | Ad appeal and relevance | Page, offer, and audience fit |
| Owned by | Creative and targeting | Landing page and product |
| Typical (Google Search) | 6 to 7 percent | 5 to 8 percent |
| Typical (Meta) | 1 to 2.2 percent link CTR | About 1.6 percent |
Terms in this comparison
Cite this page:
Agency Echelon. "CTR vs conversion rate." Agency Echelon Reference, reviewed October 2026. https://agencyechelon.com/reference/compare/ctr-vs-conversion-rate/