CR — Conversion Rate

Conversion is measured against different bases. For a store it is usually orders out of visitors. For a partner offer it is new customers out of clicks.

Together with CTR, conversion gives the full picture: CTR shows whether people click the offer, CR shows whether they get to the action at the partner.

Example

For example, 150 people clicked a gift, and 18 registered and paid at the partner. CR = 18 / 150 = 12%.

How to calculate it / how it works

Formula: CR = target actions ÷ visitors (clicks) × 100%. The base depends on what exactly you measure.

For example, 150 people clicked a gift. Step 1: 18 of them registered and paid at the partner. Step 2: 18 / 150 = 0.12. Step 3: CR = 12%. For a store, the same formula gives 60 orders out of 3,000 visitors: CR = 2%.

Where it shows up in ThanklyClub and common mistakes

In ThanklyClub, the chain looks like this: impression → click → conversion → confirmation. CTR describes the impression → click step, CR the click → conversion step, and the share of confirmed conversions among pending ones is a separate metric.

• Calculating CR from impressions instead of clicks. That gives CTR × CR, a different number.
• Mixing pending and confirmed conversions.
• Comparing the CR of offers with different target actions: a sign-up and a paid subscription are different things.
• Judging on a single week. A conversion can arrive several days after the click while the attribution window is open.

FAQ