Any conversion rate = people who took the next step ÷ people at the step before
6 jobs ÷ 24 quotes = 25 percent
Why does one name cover so many different rates?
"Conversion" means whatever step you chose to count. The general idea is in the conversion rate entry. This one lays the family out side by side, because owners regularly compare a 3 percent rate with a 25 percent one and conclude something is broken, when the two were measuring different steps all along.
The rates multiply. A business that wins 1 job from every 100 clicks might have a fine ad, a fine page and a weak quote, and the end-to-end figure alone will never tell you which.
What are the five rates for a Coffs Harbour landscaping supplier? (example figures)
A landscaping supply yard in Coffs Harbour has two sides. Its online shop sells soil, mulch and pavers for delivery. Its design team quotes on full backyard jobs. One month, both sides:
| Rate | Sum | Result | What it tests |
|---|---|---|---|
| Click to lead | 42 enquiries ÷ 600 ad clicks | 7 percent | The ad's promise and the landing page |
| Lead to quote | 24 quotes ÷ 42 enquiries | 57 percent | Whether the leads fit, and how fast they were called |
| Quote to job | 6 jobs ÷ 24 quotes | 25 percent | The price, the design and the follow-up |
| Visitor to purchase | 90 orders ÷ 3,000 shop visits | 3 percent | Range, price and the whole shop |
| Cart to purchase | 90 orders ÷ 300 carts | 30 percent | The checkout: delivery cost, forms, payment |
The backyard side converts 1 percent end to end (6 jobs from 600 clicks). Laid out like this, the owner can see the weak step. Lead to quote is fine. Quote to job at 25 percent is middling. The surprise is the shop: 270 people put mulch in a cart and left.
The yard found the cause in an afternoon. The delivery fee appeared only on the last page of the checkout, and for a $90 order a $65 delivery fee was a shock. Showing it on the product page, with a flat rate for orders over $250, cost nothing in ads.
Which rates do the ad accounts show, and which do you keep yourself?
Google Ads shows click-to-conversion rate per campaign and keyword, once conversions are set up. Google Analytics 4 shows how often visits end in a key event, per page and per channel, and its checkout reports show carts and purchases for a shop with ecommerce tracking. Lead to quote and quote to job never reach either: they live in the inbox, the quoting software or a spreadsheet. Those two are the ones owners most often skip, and for a business that quotes they are often where the money is.
Which of the five rates does CoraVision read?
CoraVision reads what the click-to-lead and visitor-to-purchase rates are made of, every night once your accounts are connected: clicks and conversions from Google Ads and Meta, and visits by channel, key events and purchases from Google Analytics 4. The quoting steps come from you. In a session, Cora can look at the checkout or the landing page on your screen beside those figures, which is usually where a weak rate shows its cause.
Questions
Which conversion rate deserves the most attention?
For a business that quotes, the quote-to-job rate, because it is the one no ad account can see and the one the owner controls entirely. For a shop, the cart-to-purchase rate, because those people had already chosen something and were stopped by the checkout.
Why do Shopify and Google Analytics give my shop different conversion rates?
Each counts visits its own way. Google Analytics misses visitors who block its tag or decline cookies, and the two tools draw the line between one visit and the next differently. Pick one tool, stay with it, and compare the rate with itself over time.
Is cart abandonment rate the opposite of cart-to-purchase?
Yes. If 30 percent of carts become orders, 70 percent were abandoned. Some tools report one and some the other, so check which you are reading before you celebrate or worry.