Glossary

CVR

Conversion rate: the share of a defined starting population that completes the selected conversion event.

Always name numerator and denominator

Install CVR might mean installs divided by clicks, while store CVR might use store views. A playable completion rate uses a different event and population. ‘CVR improved’ is incomplete without both.

Example

If 500 of 5,000 recorded store visits become attributed installs, that stated conversion rate is 10%. It should not be compared directly with installs divided by impressions.

Record formulas in the test matrix.