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 the product of the two with CPC, which is why 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 September 2026. https://agencyechelon.com/reference/compare/ctr-vs-conversion-rate/