A marketer wants to know how often, on average, an interaction leads to a conversion. What metric should the marketer use to get that information?

Conversion rate directly measures the percentage of interactions (like clicks) that result in a conversion. It's calculated as (Conversions / Interactions) 100, providing a clear average of how often an interaction leads to a desired action. Conversion value-per-click indicates the average value generated per click, not the frequency of conversion. Conversion value-per-cost shows the return on ad spend, focusing on value relative to cost. Cost-per-conversion measures the average cost incurred to achieve one conversion, not the likelihood of an interaction becoming a conversion.