Conversion rate (CR)
Conversion rate is the percentage of clicks that become conversions: conversions divided by clicks, multiplied by 100.
The conversion rate (CR) is the share of clicks that turn into conversions: conversions ÷ clicks × 100. 30 conversions from 1,500 clicks is a 2% conversion rate.
What's normal
It depends heavily on the vertical and the action: a free sign-up can convert above 10%, a purchase or a first deposit often below 1%. Compare an affiliate with the offer's average rather than with a fixed number.
When it's a warning sign
A conversion rate far above the offer's average can mean fraud (fake leads, incentivised traffic). A sudden drop can mean the offer's page or the advertiser's tracking is broken.
In Rastro
Reports show the CR by offer, affiliate, country and day. Rastro flags affiliates with abnormal conversion rates in fraud protection and alerts you when an offer's CR drops sharply.