Conversion Rate:

• The number of visitors who convert after clicking through on an ad, divided by the total number of clickthroughs to a site for that ad.  (Expressed as: total clickthroughs that convert / total clickthroughs for that ad = conversion rate.)

Conversion rate is one of the most important analytic for both merchants and publishers to pay attention to.  This ultimately tells you if an ad is working or not.

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Glossary Definition From ABC’s of Online Marketing by Alexandra Wharton, Issue 22, Revenue Magazine

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