Glossary
Approval rate
The share of your leads the advertiser accepts and pays for. A 30% approval rate on 100 cash-on-delivery leads means 30 confirmed orders. Low approval means bad traffic, a bad offer, a bad call center, or shaving.
Also called: approve, AR, confirmation rate.
In cash-on-delivery offers, approval is the call center confirming the order. In lead-gen it is validation of the contact. In iGaming it is a deposit passing anti-fraud. Whatever the step, the affiliate is paid only for approved leads, so the approval rate multiplies straight into revenue.
Normal rates depend on the product: a serious nutra offer approves 40–60% of leads; a free-trial or too-good-to-be-true product might approve 5%. Watch it per GEO and per creative, and ask the manager when it drops without a reason on your side.
Related terms: Lead, Trash lead, Hold, Shaving, Call center.