Conversion rate is the percentage of clicks that result in a completed action the advertiser wants, such as a sale or lead, calculated as conversions divided by clicks. It measures how effectively traffic from a publisher turns into results, and is one of the two core inputs – alongside commission rate – that determine EPC.
A publisher sends 2,000 clicks to an advertiser's site and 60 of those clicks result in a purchase. Conversion rate is 60 / 2,000 = 3%, meaning 3 in every 100 visitors bought something.
Traffic quality, intent, and placement all matter. A coupon site sending bargain-hunters close to purchase often converts higher than a content site sending readers earlier in research mode. Landing page relevance and device mix also shift conversion rate significantly between publisher types.
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