CVR, short for conversion rate, is the percentage of ad clicks that turn into orders: orders divided by clicks, multiplied by 100. In Amazon ads and Flipkart ads it is the metric that decides whether a keyword can afford its bid, because the same CPC costs far more per order when few clicks convert.
Count the orders attributed to an ad and divide by the clicks it received in the same period. A keyword that got 300 clicks and produced 24 orders has a CVR of 24 / 300 x 100 = 8%. Amazon shows this in campaign manager as the conversion rate column; on Flipkart Ads Manager it appears as conversion or is derived from orders and clicks in the campaign report.
CVR connects the other ad metrics. Cost per order is CPC divided by CVR: at ₹5 per click and 8% CVR, each order costs ₹62.50 in ads. Drop CVR to 4% and the same ₹5 click costs ₹125 per order, doubling ACoS with no change in bids.
Amazon counts orders inside its attribution window (seven days for Sponsored Products on seller accounts), so CVR for the last few days always looks low until late orders are attributed. Judge it on a window that is at least a week old.
There is no single benchmark. CVR depends on category, price point, reviews and whether the keyword is branded. Branded searches often convert two to three times better than generic ones because the shopper has already decided. Low-priced consumables convert better than a ₹5,000 appliance where the shopper compares for days.
The useful comparison is inside your own account: CVR by keyword against the product's average. A keyword converting at half the product average is either off-target or landing on the wrong variation. A keyword converting well above average on low spend is the one to fund.
Enter ad spend and ad sales to get ACoS and ROAS in one step.
Learn more →The ACoS at which an ad order makes no profit.
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Learn more →Filter every keyword by ACoS, CVR and spend, then change bids in bulk on Amazon India.
Learn more →CVR stands for conversion rate. In marketplace ads it is the percentage of ad clicks that result in an order, calculated as orders divided by clicks, times 100.
CVR = attributed orders / ad clicks x 100. A keyword with 300 clicks and 24 orders has an 8% CVR. Amazon shows it as conversion rate in campaign manager.
It varies by category and price. Compare each keyword with your own product's average CVR rather than a published number; branded keywords usually sit well above generic ones.
ACoS = CPC / (CVR x average order value). With the same bid, halving CVR doubles the cost per order and doubles ACoS, so raising CVR is the cheapest way to lower ACoS.
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