CVR
Conversion Rate
Attributed orders divided by clicks, expressed as a percentage. Compare like-for-like reports and settled date windows.
Advertising CVR = attributed orders ÷ clicks × 100. Ten orders from 100 clicks gives 10% CVR. Use the conversion definition in the report; units sold and orders are not interchangeable. Advertising CVR also differs from a Seller Central session-based conversion metric.
Compare the same marketplace, targeting scope and settled dates. Small samples fluctuate: zero orders after five clicks does not mean the true conversion rate is zero. A large sample with no orders deserves investigation, but relevance, attribution timing and product price also matter.
In AutoPPC, conversion performance helps interpret the evidence. The baseline zero-order negation click bar is tied to target ACOS, average order value and CPC, with a minimum floor and additional safeguards; it is not simply the inverse of observed CVR. See why a term is proposed for negation and search-term review.