What is Approval Rate?

Approval rate is the share of conversions confirmed by the advertiser or CPA network versus all submitted leads/orders. Critical in nutra (COD), finance, and lead gen where payout follows validation.

Formula

Approval rate = (Approved conversions ÷ All conversions) × 100%. Revenue = approved × payout; pending and rejected are unpaid.

Why approve drops

Fraud, duplicates, wrong GEO/language, weak form validation, creative/product mismatch, trash traffic from pop/push. Networks cut approve on suspected bots.

In tracker and reports

Postbacks may arrive status=pending → approved/rejected later. Buyers track approved revenue, not gross conversions. Ad account CR vs affiliate balance gaps often mean approve, not a “broken postback.”

Optimization

Traffic quality, pre-qualification on landing, GEO match, form compliance. Approve by sub_id finds bad creatives and placements.

See also: CR, nutra vertical, hold period, postback.