Glossary

Conversion rate (CR)

Conversion rate (CR) is the percentage of clicks that result in a conversion: conversions divided by clicks, times 100. A 2% CR means one conversion per fifty clicks. It is the primary measure of how well an offer, landing page, and traffic source fit each other.

What moves it

The conversion flow dominates: a single opt-in form can convert at 10%+ while a credit-card submit on the same traffic sits below 1%. After the flow come traffic quality and intent, geo and language match, landing page speed, and how well the prelander warms the visitor up.

CR alone can mislead — chasing it by any means (aggressive prelanders, misleading creatives) usually collapses the approval rate downstream. Read CR together with EPC and approval rate.

Related terms