What does "Conv. Rate" really mean?

[steve_a]

Sorry, I should be able to figure this out, but cannot ('help' was no help).

What is "Conv. Rate"? I see these numbers close to 100% for Conv. Rate (Conversion Rate) on adwords, and cannot figure out what it means (a), and what is the importance of it (b).

Thanks!

[poster_boy]

Conversion Rate = Conversions / Clicks

The accuracy of your conversion figures depend on what you're measuring and how accurately your conversion tagging is installed. Close to 100% conversion - if based on a reasonably large set of clicks - sounds fishy...

[AdWordsAdvisor2]

One more thing to add here ... when we are calculating conversion rate, we do not include clicks for which we could not possibly track conversions. Users who have either cookies or Javascript disabled in their browsers are not track-able by the conversion tracking code, and are not included in the conversion rate calculation.

AWA2