Conversion rate
The share of people who converted after clicking or viewing: conversions divided by clicks or visitors, as a percentage.
If 400 people click through from a post and 12 buy, the conversion rate is 3%. It measures what happens after the click: how well the landing page and the offer match what the post promised.
A post with a high click-through rate and a low conversion rate usually means the post over-promised or the page is confusing.
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