10,6%
Rynek reklamy online w Polsce wzrósł o 10,6% w pierwszym kwartale 2026 roku.
IAB Polska/PwC01/2026Poland
The percentage of users who completed a desired action relative to all visitors or recipients. A conversion can be a purchase, form submission, registration, download, or click.
Why it matters
Measures effectiveness at the point of decision: how many visitors actually did what you asked them to do. It reflects the quality of the website and offer, not just traffic volume.
What's missing without it
Without conversion rate, traffic can become an end in itself — thousands of visits and zero results may look like success in a report.
When it is used
Used when evaluating landing pages, forms, e-commerce stores, and entire customer journeys; foundational for A/B testing. Applied in two areas: performance and paid media (conversion from campaigns) and e-commerce and CRO (percentage of sessions in the store that result in an order).
How we use it
A landing page measures CVR for a contact form after traffic from a paid campaign. In a store, it's calculated per session, not per click — showing the effectiveness of turning visits into sales.
Numbers worth knowing
Performance in data
77 500 000 000
Liczba odsłon reklam online w Polsce w lipcu 2026
Gemius08/2026Poland
83%
Od lipca 2024 do czerwca 2026 wskaźnik zgłoszeń reklam oszukańczych spadł w Polsce o 83%.
Meta09/2026Poland
Figures from the same field — collected in our market data base.