Conversion price is the total cost you pay to acquire one conversion, calculated by dividing your total ad spend by the number of conversions. If you spent $500 on Google Ads and generated 25 form submissions, your conversion price is $20 per conversion. This metric is also called cost per conversion or cost per acquisition (CPA), though CPA sometimes refers specifically to acquiring a paying customer rather than any conversion action. Conversion price varies wildly by industry, geography, and conversion type. A newsletter signup might cost $2–8 in competitive niches, while a qualified B2B lead in enterprise software can run $150–600. Local service businesses in Ottawa typically see conversion prices between $25–80 for quote requests, depending on competition and keyword intent. E-commerce add-to-cart actions cost less than completed purchases because fewer people complete checkout. The key is understanding what each conversion is worth to your business. If your average customer lifetime value is $2,000 and your conversion price is $75, you have room to scale. If it's $300 and most leads never close, you're burning budget. Track conversion price alongside conversion rate and revenue per conversion to see the full picture. Three things distort conversion price readings: - Attribution window settings: Google Ads defaults to 30-day click and 1-day view attribution, while GA4 uses different windows. Changing these shifts which conversions get counted. - Conversion action selection: If you track both micro-conversions (PDF downloads) and macro-conversions (purchases) in the same campaign, your blended conversion price means nothing. - Multi-touch journeys: Someone might click three different ads before converting. Last-click attribution assigns the full cost to the final ad, ignoring the others. Ottawa SEO tracks conversion price separately for each meaningful action (demo requests, phone calls, purchases) and compares it against client-specific value thresholds. We don't optimize for the lowest conversion price; we optimize for the highest profit per dollar spent, which sometimes means accepting a higher conversion price on better-quality traffic.