**Collection of Sufficent Data for Well-Informed Decisions**

To make good decisions about keywords, there needs to be a sufficent data basis.

To answer the question of when there is sufficent data, the** minimum number of clicks needed for one conversion** is a good pointer.

The following formulas can be used to determine this number:

**Impatient Approach: X Clicks = 100 / Conversion Rate (in %)**

With this calculation, there is a 65% chance that there should be at least one order after x clicks.

Example:

100 / 4% = 25 Clicks

The usual conversion rate does not mean, however, that there is guaranteed to be one sale from x clicks. To be on the safe side, you'll want to wait around twice as long. This way you can make sure not to dismiss any keywords too early.

The second possible formula is therefore:

**Patient Approach: X Clicks = 100 / Conversion Rate (in %) x 2**

With this calculation, there is a 90% chance that there should be at least one order after x clicks.

Example:

100 / 4% x 2 = 50 Clicks

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