How Is Impression to Conversion Percentage Different from Conversion Rate?
Have you ever looked at your campaign dashboard and wondered: “Why does my impression-to-conversion percentage look different from my conversion rate? Aren’t they the same thing?” That confusion is more common than you think, and it’s costing marketers clarity—and sometimes money—when they analyse their data. As someone at Convertoid, I’ve spent countless hours auditing campaigns for brands across different industries. One thing I’ve noticed is that many marketers mistakenly interchange these two metrics. While both relate to conversions, they measure performance from entirely different angles. Understanding this distinction can completely shift how you evaluate ad success and allocate your budget. Let’s break it down with insights, real-world examples, and expert-backed analysis. The Fundamentals: What Do These Metrics Actually Mean? Conversion Rate At its simplest, conversion rate measures how many people took the desired action (like a purchase or form submission) compared to the number of people who clicked on your ad or visited your landing page. Formula: So if 500 people clicked your ad and 50 converted, your conversion rate is 10%. 👉 It’s click-focused. Conversion rate answers: “Of the people who showed intent by clicking, how many completed the goal?” Impression to Conversion Percentage This one is trickier. Impression to conversion percentage looks at conversions relative to all impressions, regardless of whether a user clicked. Formula: So if your ad got 20,000 impressions and 50 conversions, the impression-to-conversion percentage is 0.25%. 👉 It’s impression-focused. Impression-to-conversion percentage answers: “Of everyone who saw the ad, how many ended up converting?” Why the Difference Matters in Real Campaigns When I was managing a retail e-commerce client’s campaign last year, their conversion rate was healthy at around 8%. But when we looked at impression-to-conversion percentage, it was shockingly low at 0.18%. At first, the client thought this meant the campaign wasn’t effective. But here’s where context mattered: This distinction shifted the conversation from “Our ads aren’t working” to “Our targeting pool is large, but only a fraction engages.” That meant reallocating budget to higher-intent audiences instead of scrapping the campaign altogether. Expert Insights: What Marketers Often Miss Dr. Augustine Fou, an independent ad fraud researcher, often stresses in his talks that focusing too narrowly on conversion rate can mask inefficiencies in media buying. A 12% conversion rate sounds excellent—until you realise it came from a tiny subset of impressions. Similarly, Wordstream reports that the average Google Ads conversion rate across industries is 3.75%, but when you calculate impression-to-conversion percentage, most campaigns dip below 0.5%. That’s not failure—it’s simply reflecting the funnel’s wider top. “Impression-to-conversion percentage tells you about your campaign’s reach efficiency, while conversion rate tells you about your funnel’s intent efficiency.” – Adapted from internal Convertoid campaign analyses. Key Differences at a Glance Metric Conversion Rate Impression-to-Conversion % Base Number Clicks Impressions Focus Post-click efficiency Overall exposure efficiency When to Use Optimising landing pages, checkout flows Evaluating ad relevance, reach quality Typical Range 1–10% (depending on industry) 0.1–1% (often much lower) Main Blind Spot Ignores those who never clicked Doesn’t show user intent depth Which One Should You Optimise For? The truth is: you need both. Here’s how I usually explain it to clients: If your impression-to-conversion percentage is too low, it may mean: If your conversion rate is too low, it may mean: Both metrics together reveal whether the issue lies before the click or after the click. Practical Steps to Improve Both Metrics 1. Refine Audience Targeting Broad reach looks good in impressions, but if irrelevant users aren’t converting, you’re paying for empty exposure. Use custom audiences, lookalike data, and retargeting. 2. Test Creative Hooks Eye-catching visuals and copy can lift impression-to-conversion percentage by nudging more people into clicking. 3. Optimise the Landing Experience From page load speed to form length, small tweaks can drastically improve conversion rate. 4. Align Messaging Across Funnel If your ad promises one thing but your landing page delivers another, conversion rate drops—even if impressions and clicks are strong. 5. Monitor Micro-Conversions Track add-to-cart, newsletter sign-ups, or time-on-page as leading indicators before waiting for final conversions. Read Also:How to Redesign Your Website Without Losing SEO: A Strategic, Human-Centred Guide FAQs What’s a good impression-to-conversion percentage? It varies by industry, but in most digital ad campaigns, 0.1%–0.5% is normal. Anything above 1% is exceptional and often linked to highly targeted, niche campaigns. Why does conversion rate look better than impression-to-conversion %? Because it only accounts for people who clicked—those already showing intent. Impression-based metrics include everyone, even the uninterested. Should I report both metrics to stakeholders? Yes. Clients and executives appreciate seeing the full picture. Share both, but explain the difference to avoid misinterpretation. Final Thoughts At Convertoid, we’ve learnt that conversion rate and impression-to-conversion percentage aren’t competing metrics—they’re complementary lenses. One shows you how well you persuade people who engaged, while the other shows how effectively your ads capture attention at scale. So next time you’re analysing campaign performance, ask yourself: “Am I only measuring intent, or am I also measuring reach efficiency?” Balancing both gives you a smarter, more sustainable optimisation strategy. 💬 I’d love to know: Which metric do you track more often in your campaigns—and why? Share your thoughts in the comments or reach out for a deeper audit.
Does Updating Old Blog Posts Really Help with SEO in 2025?
“Why aren’t we ranking anymore?” That’s the question our client blurted out during a Monday morning call. They hadn’t published new content in months, but had hundreds of blog posts collecting digital dust. The solution? Not just writing more—but revisiting the old. At Convertoid, we’ve helped scale organic traffic for brands across industries. And one of our not-so-secret weapons? Strategic content updates. But in 2025—where Google’s algorithms are more human-like and quality-sensitive than ever—does updating old blog posts still work for SEO? Let’s unpack the answer with proof, process, and practice. Why Updating Content Matters in 2025 (More Than Ever Before) Google’s core updates have taken a clear direction: prioritising content quality, user experience, and topical relevance. Outdated articles—even those that once ranked #1—are now liabilities. Google’s Helpful Content Update: A Game-Changer Since late 2022, the “Helpful Content” algorithm rewards: Updating old posts helps meet all three criteria. “Stale content that doesn’t reflect recent developments or user intent changes is more likely to be filtered out of top results.” – Google Search Central Blog We Tested It: Here’s What Happened In 2024, we conducted an internal test across 15 outdated blog posts from various clients. Here’s what we did: Result after 60 days: “Updating your content is one of the easiest ways to get Google’s attention without creating anything from scratch.” – Lisa McGill, SEO Consultant, London What Counts as an Effective Content Update? Not all updates are created equal. A simple date change won’t cut it. Here’s what actually works in 2025: 1. Replace Outdated Data Use updated research, stats, or examples. 2. Improve Relevance to Current Search Intent User intent evolves. So should your content. Ask: Does this blog still solve today’s version of the reader’s problem? 3. Add Real-World Insights “When we updated our SaaS blog on ‘onboarding emails,’ we added two new flow templates we’d actually tested. That alone doubled our traffic.” — Sam from Convertoid 4. Refresh Meta Title and Description Keep them relevant to current search trends, while maintaining CTR appeal. 5. Optimise for AEO (Answer Engine Optimisation) 6. Interlink with Newer, Stronger Content Boost site architecture and encourage dwell time by linking to fresher, more detailed content on your site. How Often Should You Update Content? There’s no one-size-fits-all. At Convertoid, our general rule of thumb is: Use tools like: Real Brands Doing This Right HubSpot: They refresh old posts regularly and clearly mark them as updated. Their SEO blog is a prime example of compounding topical authority. Zapier: Known for continually updating their productivity guides based on app changes and integrations. Healthline: With medical content, accuracy is crucial. Their editors update posts based on the latest clinical guidelines and cite updated sources. FAQs Q: Will Google penalise me if I change too much in an old blog? No. As long as you’re improving quality and accuracy, Google rewards you. Just avoid deleting well-ranking sections unless irrelevant. Q: Should I change the URL when I update a post? Only if the content angle changes drastically. Otherwise, keep the original URL to preserve backlinks. Q: How do I know which posts to update first? Prioritise pages with: Q: Can I just republish the same post with a new date? No. That’s a shortcut that won’t work anymore. Google can detect shallow updates. Final Takeaway: Update with Purpose, Not Just Frequency Updating old content isn’t about tricking algorithms. It’s about respecting your audience’s time by offering them accurate, relevant, and rich insights. In 2025, this mindset matters more than ever. Google no longer rewards the most content, but the most helpful. “Think of updating content as tending a garden. It’s not glamorous, but it’s where the real growth happens.” — Ellie Tran, Content Strategist at Convertoid What’s Next? At Convertoid, we help brands audit, refresh, and rank better with smart content systems—not just more content. Need help identifying which blog posts to revive? Contact us here or drop a comment below—we’d love to hear your experience with content updates.
Top Ways to Turn Video Content into Articles
Ever watched your own video and thought, *”This could easily be a killer blog post”? You’re not alone. A few months ago, I was editing a client’s webinar recording when it hit me—we had just spent 45 minutes discussing insights that would vanish once the video dropped off the algorithm radar. We needed a smarter way to make that content work harder, live longer, and reach more people. That was the moment Convertoid was born. Today, we help creators, brands, and agencies repurpose their high-performing videos into engaging, search-optimised articles that drive consistent organic traffic. If you’re sitting on a treasure trove of video content, this guide will show you how to transform it into articles that actually get read—and ranked. Why Turn Videos into Articles? Turning video content into written articles isn’t just about convenience. It’s a strategy rooted in visibility, longevity, and searchability. 1. SEO Longevity While videos shine on platforms like YouTube or TikTok, they don’t always get indexed deeply by search engines. Articles, on the other hand, are crawled, ranked, and revisited often. According to a 2023 Backlinko study, long-form content generates 77.2% more backlinks than short posts, and 94% of it includes repurposed elements like transcripts or summaries. 2. Accessibility and Preference Not everyone watches videos. Articles are easier to skim, cite, translate, or repurpose further (like into newsletters). 3. Boosts E-A-T Signals Google’s algorithm loves content that shows expertise, authority, and trustworthiness. Well-written articles with expert-backed insights based on video content do just that. Top Ways to Turn Video Content into Articles 1. Start with Transcription (But Don’t Stop There) Transcripts are the raw bones of your article. Use tools like Otter.ai or Descript to get an initial text version. Pro Tip from Our Team: “We run every transcript through a human editor to add narrative flow. Otherwise, it reads like a ramble.” How to Do It: 2. Highlight the Core Message or Promise Ask: What’s the big takeaway from this video? That should become your headline or intro hook. In our own case study with a tech SaaS client, a 12-minute tutorial video was turned into an article titled: “3 Dashboard Mistakes You Don’t Know You’re Making”. It tripled their organic traffic within a month. 3. Structure Like a Story, Not a Transcript AI-written content often reads like a checklist. Real humans want narrative. Instead of: Try: Add transitions, use anecdotes from the video, and make it feel like a blog—not a dry recap. 4. Layer in Expert Insights If your video mentions research or quotes, dig into those references and cite them properly in the article. Example: In the video, Dr. Alicia Moore briefly mentions dopamine triggers in UX design. In the article, we expanded this with a quote from her published study in Human Factors Journal (2022). This not only increases authority but also helps future-proof your content. 5. Use Screenshots and Graphics Pull key visuals from the video and embed them in your article. It improves engagement and reduces bounce rate. Bonus: Add alt text to optimise for image search. 6. Add Internal & External Links Internal links connect to other relevant blog posts or landing pages. External links build trust. Google rewards contextual linking. Example: 7. Turn Q&A Segments into FAQ Sections Most videos end with some audience questions. These are gold for SEO. Example FAQ: Q: Can I repurpose old video interviews into articles?Yes! Use quote pull-outs and highlight emotional or controversial takes. Q: What if my video is casual or unscripted?That’s even better. Authenticity helps with engagement. Just tighten the flow and clarify the message. Real-World Case Study Client: CleanBeautyCoVideo: 20-minute skincare tutorialOutput: 1 long-form article, 3 spin-off blog posts, 2 email newsletter snippetsResult: +48% increase in blog traffic within 5 weeks “The article version of our tutorial was shared more than the video itself. It gave us something to pitch to PR and backlink sources too.” — Co-founder, CBC Evergreen Tips for Repurposing Success Final Thoughts from Convertoid Turning videos into articles is more than recycling—it’s about reframing value. Articles stretch the life of your video content, attract readers who may never hit “play,” and build long-term search equity. If you’re ready to scale your content marketing without burning out your video team, start looking at your camera roll differently. Your next traffic surge might already be recorded—it just needs to be written. FAQs How long should the resulting article be? Aim for 1,500–2,000 words to give enough depth and keyword density. Do I need permission to repurpose guest video appearances? Always ask or check the original content rights if the video wasn’t produced by you. Can AI tools help in rewriting video transcripts? They can assist, but always humanise the content. Google penalises thin or robotic articles. What’s the fastest way to get started? Pick your top 3 performing videos. Transcribe, outline the main points, then write naturally as if blogging. Liked this guide? Drop us a line and tell us which video you want to turn into an article next. Let’s talk conversions. Convertoid helps brands repurpose smarter. Say goodbye to single-use content. Say hello to sustainable visibility.
