Conversion Rate Optimization: The Metrics That Actually Matter
Vanity Metrics vs. Revenue Metrics
Conversion rate is the most commonly tracked CRO metric — and often the most misleading. A high conversion rate on low-quality traffic is worthless. What you actually want to optimize is revenue per visitor (RPV), which accounts for both conversion rate and average order value.
ClickMagick tracks RPV by traffic source, giving you a single number that tells you exactly which channels and campaigns are most profitable — not just which ones convert at the highest rate.
The CRO Metrics Stack
Track these in order of importance: 1. Revenue per visitor by traffic source. 2. Conversion rate by traffic source. 3. Average order value by traffic source. 4. Funnel drop-off rate at each step. 5. Time to conversion. Each of these tells a different part of the story, and together they give you a complete picture of your funnel's health.
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