Question: Vicky manages the Google Ads account for the business, RelicsComics. Vicky focuses on improving the mobile conversion rate (mCvR) while everything else remains the same. What changes can RelicsComics expect to see in their Google Ads account if Vicky is successful in increasing the mCvR?
- Clicks and revenue increase.
- Conversions and revenue increase.
- Conversions increase while revenue decreases.
- Conversions decrease while revenue increases.
Explanation
Increasing mobile conversion rate (mCvR) means a larger share of mobile ad clicks become completed conversion actions. When clicks, average order value, and other inputs stay constant, higher conversion efficiency creates more completed purchases or leads from the same traffic. If each conversion has revenue value, additional conversions increase total revenue. The change comes from improving post-click mobile performance, not from buying more traffic.
Why the other options are incorrect
Conversions decrease conflicts with an increase in mobile conversion rate (mCvR).
Clicks and revenue includes clicks, which do not have to increase when conversion efficiency improves.
Revenue decreases conflicts with more valuable actions being completed under the same revenue assumptions.
Source for verification
https://support.google.com/google-ads/answer/2684489
https://support.google.com/google-ads/answer/3419241
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