CVR meaning: conversion rate
CVR means conversion rate: the share of clicks that end in a conversion. It is conversions divided by clicks, shown as a percentage. In app install offers, the conversion is usually the install or the offer's first paid step.
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The formula: CVR = conversions ÷ clicks × 100.
Example: Pebble Rewards sends 2,000 clicks to Harbor Blocks and gets 100 installs. 100 ÷ 2,000 × 100 is a CVR of 5%.
Two people can quote a different CVR for the same offer because they count different things. Check what the click is: a tap on your own button, or a tap that reached the tracking link. Then check what the conversion is: the first step only, or every step. Both choices change the result, so compare like with like.
CVR also lags. Clicks count on the day of the tap, while a conversion can arrive later, so today’s rate often reads low until the late conversions land.
A high CVR on a small payout can earn less than a low CVR on a large one. To compare offers by money, use EPC, which is the payout multiplied by the rate.
CVR is conversions divided by clicks, as a percentage. Conversions counts the first step of an offer, and later steps count as Events, which don’t move CVR. It’s on your dashboard and in Reporting, per offer. Each number is defined in Read your dashboard: clicks, conversions and CVR.
Questions
What is a good conversion rate?
The offer, the country and how the traffic was asked to click all move it, so no one number means much. Compare it with the same offer last week, or with similar offers on your own audience.
Why did my CVR drop?
Check for a new traffic source first, then for a change in the offer's targeting. A store page that changed, or a tracker that stopped reporting, can also do it. A sudden fall to zero usually means tracking, not users.