A marketer wants to know how often, on average, an interaction leads to a conversion. What metric should the marketer use to get that information?

1. The marketer should use conversion value-per-click.
2. The marketer should use conversion value-per-cost.
3. The marketer should use cost-per-conversion.
4. The marketer should use conversion rate.

Correct Answer:

• The marketer should use conversion rate.

Explanation: To understand how often an interaction leads to a conversion on average, a marketer should use the metric known as the conversion rate. This key performance indicator gauges the effectiveness of an advertising campaign by calculating the percentage of interactions that result in conversions, such as making a purchase, subscribing to a newsletter, or any other predefined desirable action. It provides insights into the return on investment for a particular campaign, enabling marketers to fine-tune their strategies for better engagement and conversion.