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Conversion: from click to sale
6 minutes · 8 steps · workout 4 of 6 in this module
What you'll be able to do
By the end of this workout, you'll be able to calculate conversion rate, find the friction between the click and the sale, and pick the right conversion goal for an ad platform.
A first look: Warm-up: What exactly is a conversion?
A conversion is the specific action you want from a campaign. In ecommerce, it's a purchase. For a service business, it's a form or a booking. For a local business, it could be a WhatsApp message or a request for directions. If you don't define the conversion before you launch the campaign, you won't know what you're measuring. In GA4, you mark these actions as “key events” and send that signal to Google Ads and Meta.
Example: For Balance Pilates, the conversion isn't “a like on Instagram.” It's “a first trial class booking.” For Corner Coffee's online store, it's “a completed order.”
What this workout covers
- Warm-up: What exactly is a conversion?
- Conversion rate (CVR)
- Friction: every extra step loses customers
- Case: Northpack's missing discount
- Set complete: What happens after the click is up to you
A question from this workout: Northpack's missing discount
Northpack is running an Instagram ad that says “20% off all backpacks.” People who click the ad land on the site's homepage. The homepage shows new-season products and says nothing about a discount. The discounted products are on a subpage buried in the menu.
- Spend
- $1,500
- CTR
- 2.4% (account average is 1.2%)
- Clicks
- 3,000
- Orders
- 12
- CVR (based on clicks)
- 0.4%
What do you change first?
- Make new ad creative. The ad isn't getting enough attention
- Send people who click to the discounted backpacks page, with the discount on the first screen
- Raise the budget. With 6,000 clicks, orders will double too
- Raise the discount to 40%
Pick your answer first, then open the reasoning below.
Show the answer and the reasoning
Answer: B. Send people who click to the discounted backpacks page, with the discount on the first screen
CTR is twice the account average, so the ad is doing its job. The loss happens after the click: people come for the discount, can't find it, and leave. Message match is the cheapest fix. Making new creative is a common mistake, because you'd be replacing the part that works. Raising the budget just means you keep paying $125 for every order.
The other steps work the same way: you decide first, then see why each option is right or wrong.
How you practice here
- 4 short concept cards
- 1 multiple-choice question
- 1 campaign case with real-looking numbers
- 2 guided calculations
Part of the module: The Marketing Funnel
The journey that turns a stranger into a customer, and a customer into a loyal fan, plus the metrics that measure each stage.
More workouts in this module
- What is a marketing funnel?
- Awareness: meeting someone who has never heard of you
- Consideration: the "why you?" question
- Loyalty: the hidden bottom of the funnel
- A metric for every stage: CPM, CTR, CVR, CPA, ROAS
Programs that include this workout