CVR

CVR is the percentage of visitors, clicks, or users who complete a desired action — usually a purchase, signup, or lead.

The formula looks simple until you ask "conversion rate of what, out of what." Ecommerce usually means purchases ÷ sessions. A SaaS funnel might mean trial signups ÷ landing page visits, or paid conversions ÷ trial signups — a completely different number describing a completely different step. Always state the denominator when you quote a conversion rate; "our CVR is 3%" is not a complete sentence without it.

See Conversion Rate for the fuller entry — this is the metric's shorthand/acronym form, most commonly seen in ad platform dashboards and PPC reporting.