# What is a good conversion rate? Benchmarks by industry > Your industry average tells you whether you are out of range. Your minimum comes from dividing what you pay per click by what you can pay per customer. Source: https://www.nashmarketinglabs.com/en/blog/what-is-a-good-conversion-rate Author: Nash Marketing Labs, a paid media agency (Google Ads, Meta Ads, TikTok Ads, LinkedIn Ads). Date: 2026-10-17 --- **Say you pay €1.50 per click and a lead can cost you €40 at most. Your minimum conversion rate is 1.50 / 40 = 3.75%. Below that, every lead costs more than your margin can carry. Above it, you have room to bid higher.** Industry tables are for something else: checking you are in a normal order of magnitude. On Google Ads the 2026 median is **8.18%** from click to lead. On landing pages, **6.6%**. In ecommerce, between **1.4% and 2.7%** of sessions end in an order, depending on who measures. Below is every figure with its source, and why they cannot be mixed. ## What conversion rate is and how to calculate it **Conversion rate = conversions / visits × 100.** The hard part is agreeing on what counts as a conversion and what counts as a visit, because each tool settles it differently: - **Google Ads** divides conversions by ad interactions (on Search, clicks). If the conversion action counts "every" conversion, one user who submits two forms counts twice. - **GA4** works with sessions or users. The same campaign shows a different rate in GA4 than in Google Ads, and both are right: they measure different things. - **Ecommerce** usually uses orders divided by sessions. It is the figure Shopify reports and the one almost every online store study uses. So before comparing your rate with anything, check what is divided by what. A 12% in Google Ads with conversions counted as "every" can be 7% of real people. We explain it in [why Google Ads and GA4 conversions don't match](https://www.nashmarketinglabs.com/en/blog/google-ads-vs-ga4-conversions). ## Average conversion rate by industry on Google Ads and Meta **Google Ads, Search.** The [2026 WordStream and LocaliQ benchmarks](https://www.wordstream.com/blog/2026-google-ads-benchmarks) give a median of **8.18%** from click to lead, across more than 13,000 US campaigns between April 2025 and March 2026. By industry: - Animals & Pets: 16.22% - Automotive (repair, service & parts): 15.51% - Education & Instruction: 13.14% - Physicians & Surgeons: 12.43% - Dentists & Dental Services: 10.67% - Beauty & Personal Care: 10.35% - Home & Home Improvement: 8.05% - Restaurants & Food: 8.05% - Health & Fitness: 6.94% - Attorneys & Legal Services: 5.55% - Business Services: 4.85% - Apparel, Fashion & Jewelry: 4.50% - Real Estate: 3.70% - Finance & Insurance: 2.64% **Meta, lead campaigns.** The [2026 WordStream study for Facebook ads](https://www.wordstream.com/blog/facebook-ads-benchmarks-2026) gives **8.54%**: education 15.87%, real estate 9.95%, health and fitness 7.98%, dentists 6.07%, beauty 5.63%, home improvement 5.32%, industrial 4.50%. The sample is small (452 campaigns), so treat it as a guide. Look at real estate: 3.70% on Search and 9.95% on Meta. Meta's instant form fills itself in, so the lead comes easier. Then it closes worse. That is why you cannot compare two channels' conversion rates without checking what happens to those leads afterwards, same as with [cost per lead by industry](https://www.nashmarketinglabs.com/en/blog/cost-per-lead-by-industry). ## Landing page and ecommerce conversion rates **Landing pages.** The [Unbounce Conversion Benchmark Report](https://unbounce.com/conversion-benchmark-report/) covers 41,000 landing pages and gives a median of **6.6%**. By industry: entertainment 12.3%, education 8.4%, finance and insurance 8.3%, legal 6.3%, professional services 6.1%, healthcare 5.1%, travel 4.8%, ecommerce 4.2% and SaaS 3.8%. It counts any conversion on the page, whether a lead, a download or a purchase. **Ecommerce, session to order.** Here the figures drop by an order of magnitude and move with the sample: - [Littledata](https://www.littledata.io/ecommerce-conversion-rate), 427 Shopify stores: median **1.4%**. Above 2.6% you are in the top 20%. Beauty 2.8%, supplements 2.4%, food and beverage 2.3%, fashion 1.2%, home and furniture 0.9%. - [IRP Commerce](https://www.irpcommerce.com/ecommercemarketdata.aspx), UK and Ireland SMEs: **1.97%** in September 2026. - [Dynamic Yield](https://marketing.dynamicyield.com/benchmarks/conversion-rate/), large retailers: **2.68%** globally and 2.84% in EMEA. In ecommerce, conversion rate only reads with order value next to it. A furniture store at 0.9% with a €600 [average order value](https://www.nashmarketinglabs.com/en/blog/what-is-aov-average-order-value) makes more per visit than a cosmetics store at 2.8% with €35. ## A good rate is one that fits your maximum CPA The three numbers that decide whether a campaign makes money are tied by one sum: **CPA = CPC / conversion rate**. Know two and you have the third. - **Work out your maximum CPA.** It comes from margin and close rate: if a customer leaves you €600 and you close one lead in ten, you can pay €60 per lead. Step by step in [what CAC is and how to calculate it](https://www.nashmarketinglabs.com/en/blog/what-is-cac-and-how-to-calculate-it). - **Take your real CPC** from the last 30 days, on the campaigns that bring leads, leaving out brand campaigns, which drag the average down. - **Divide: minimum conversion rate = CPC / maximum CPA.** With a €2.40 CPC and a €60 maximum CPA, you need 4%. If your landing page converts at 3%, each lead costs you €80. That number tells you where the fix is. If the rate is below your minimum and the CPC is normal for your industry, the problem is the landing page or the offer. If the rate is fine and the sums still do not work, the problem is the bidding or the [keywords pushing the click price up](https://www.nashmarketinglabs.com/en/blog/cpc-vs-cpm). In ecommerce it is the same sum with your [minimum profitable ROAS](https://www.nashmarketinglabs.com/en/blog/minimum-profitable-roas) instead of CPA. ## How to raise conversion rate without inflating it From cheapest to most expensive: - **Make the landing page answer the search.** If the ad says "Google Ads audit" and the page talks about "digital marketing services", the visitor leaves. One landing page per main intent tends to move the rate more than any design change. - **Load fast on mobile.** If the form takes a while to appear, some of the clicks you already paid for leave before seeing it. - **A form with just the right fields.** Removing fields raises the rate. Removing the field that qualifies (budget, timing) raises it too, and fills the CRM with leads that never buy. - **Cut the traffic that was never going to convert.** Negative keywords on Search, excluding existing customers. Fewer visits, higher rate, no change to the site. - **Check CTR at the same time.** A very high [CTR](https://www.nashmarketinglabs.com/en/blog/what-is-a-good-ctr) with a low conversion rate usually means the ad promises something the landing page does not deliver. And one check before celebrating a rise: make sure the conversion the platform counts is the same one you see in your CRM or your orders. Rises that only exist in the ad platform usually come from a misconfigured conversion. ## Frequently asked questions ### What is conversion rate? The percentage of visits that end in the action you want: a purchase, a lead or a download. It is conversions divided by visits, times 100. Google Ads uses clicks as the denominator, GA4 uses sessions or users and online stores use orders divided by sessions, so the same campaign shows different rates depending on the tool. ### What is a good conversion rate? One that keeps your cost per lead or per sale below the maximum your margin can carry. It is CPC divided by maximum CPA: with a €1.50 CPC and a €40 maximum CPA, you need at least 3.75%. As published benchmarks, the 2026 Google Ads median is 8.18% from click to lead, landing pages sit at 6.6% and ecommerce between 1.4% and 2.7% from session to order. ### What is the average ecommerce conversion rate? Between 1.4% and 2.7% of sessions end in an order, depending on the source: a 1.4% median across 427 Shopify stores (Littledata), 1.97% for UK and Ireland SMEs (IRP Commerce, September 2026) and 2.68% for large retailers globally (Dynamic Yield). It varies a lot by category: beauty and food convert better than fashion or furniture. ### What is a good conversion rate for Google Ads? The 2026 median is 8.18% from click to lead according to WordStream and LocaliQ, ranging from 2.64% in finance and insurance to 16.22% in animals and pets. Before comparing, check whether your conversion actions count 'one' or 'every' per click: counting 'every' inflates the rate. ### Why is my conversion rate different in Google Ads and GA4? Because they divide different things. Google Ads divides conversions by ad clicks and credits them with its own model; GA4 divides by sessions or users and shares credit across channels. Both figures can be right at the same time. To decide budget, check them against the leads or orders in your CRM or store. ## More resources - [What is a good CTR? How to read it on each channel](https://www.nashmarketinglabs.com/en/blog/what-is-a-good-ctr) - [Cost per lead: benchmarks by industry](https://www.nashmarketinglabs.com/en/blog/cost-per-lead-by-industry) - [What is CAC and how to calculate it](https://www.nashmarketinglabs.com/en/blog/what-is-cac-and-how-to-calculate-it) - [What is the minimum profitable ROAS (and how to calculate yours)](https://www.nashmarketinglabs.com/en/blog/minimum-profitable-roas) - [Month-end: your ad platforms claim more sales than you banked](https://www.nashmarketinglabs.com/en/paid-media-audit) - [Paid media services: what we do and which one fits you](https://www.nashmarketinglabs.com/en/services) --- Contact: https://www.nashmarketinglabs.com/en/request-audit - Your performance plan: concrete actions to improve your account, no commitment.