What is CR (Conversion Rate)?

CR (Conversion Rate) is the share of target actions (leads, installs, purchases, deposits) from a base—usually clicks, sometimes visits or impressions. In arbitrage, CR determines whether traffic monetizes and whether CPC is justified.

Formulas

• CR (click-based) = (Conversions ÷ Clicks) × 100%.
• CR (visit-based) = (Conversions ÷ Visits) × 100% — landing analytics.
• Install CR = Installs ÷ Clicks — for CPI campaigns.

Data sources

Trackers count conversions via postback/S2S; ad accounts via pixel/CAPI with different attribution windows. Affiliate networks report approval rate separately—not every tracker conversion is paid.

CR drivers

Offer, GEO, device, landing speed, pre-landing, traffic quality (cold vs warm), fraud. Split tests on landings and offers in the tracker are the main way to lift CR without changing the source.

EPC and ROI

EPC ≈ (CR ÷ 100) × payout under fixed CPA (CR as percent: 2% → 2). Higher CR at the same CPC directly raises ROI. Break-even CR (%) = (CPC ÷ payout) × 100.

See also: conversion, approval rate, EPC, ROI.