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Glossary

Conversion rate

The share of visitors who did the target action: CR = conversions / visitors × 100%. Lander CR, offer CR and approval rate are different steps of the same funnel and are measured separately.

Also called: CR, conversion, convert.

There are several conversion rates in a campaign: ad to click (CTR), click to lander click-through, lander to lead, lead to approved. Trackers show each step, and the weakest step is where to work.

Typical ranges depend on the vertical and the model: a nutra cash-on-delivery lander at 3–5% lead rate is fine; a sweepstakes single opt-in at 20% is normal; an iGaming registration to first deposit at 30% is strong.

Related terms: CTR, Approval rate, Funnel, CRO, Landing page.