What is the conversion rate? (CVR)
Out of the total number of users of your ad’s impressions, a conversion rate is a measure of how many of them complete your desired goal (a conversion such as app installs, in-app purchases, upload or download events, and so on) as a result of seeing and clicking your ads. Your conversion rate shows you how many users converted into customers as a result of your ad, and how many users became customers as a result of your ad.
Conversions can be tracked using either a cost-per-install campaign, which is based on app installs or a cost-per-engagement campaign, which is based on engagement events.
How do you calculate conversion rates?
It is calculated by dividing the number of conversions by the number of clicks on the ad and multiplying the result by 100.