# Conversion Rate Optimization

> The practice of increasing the percentage of visitors who complete a desired action, through testing and improving the page, offer, or funnel.

**Conversion rate optimization** (CRO) is the practice of increasing the percentage of visitors who complete a desired action — buy, sign up, submit a lead — by testing and improving the page, offer, or funnel. It raises results without raising spend, by making more of the traffic you already pay for convert.

## How AnyTrack supports conversion rate optimization

CRO needs trustworthy conversion measurement to know what is actually working. AnyTrack's [conversion-rate metrics](/docs/advanced-options-campaign-report#available-metrics) (Form Submit Rate, Add to Cart Rate, Purchase Rate, and so on) and the [Conversions Report](/docs/conversions-report) measure each step of the funnel from server-side data, so you can see where visitors drop off and confirm that a change improved the real [conversion](/glossary/conversion) rate — not just a browser-side estimate. Sending those conversions to ad platforms also means a higher conversion rate compounds into better optimization and lower cost per result.

## Conversion Rate Optimization vs the conversion itself

- [Conversion](/glossary/conversion) — a conversion is the single counted outcome; conversion rate optimization is the ongoing practice of producing more of them per visitor.