What are general conversion rates?

[positivecarry]

Hi everyone,

In the AM industry what are the metrics generally used for a click that leads to a commission? What are the averages for , say, 1000 impressions leading to a commission , or is it uniques/commission , or #ad clicks/commission. Any advice from experienced individuals appreciated. Thanks

 

[Linda Buquet]

Impressions to clicks = CTR (click through ratio), which can be an indicator of how good the creative or ad placement is.

Affiliate Conversion is measured as clicks to sales.
Ecomm conversion is measured as visitors to sales.

Example: you could have a great merchant with great conversion rates in a really bad spot on a high traffic site. So it would get tons of impressions, but few clicks and sales. So you can't really use impressions to sales as a metric.
Well you can look at it and use it but it's not the best or most common.

Another useful metric is EPC Earnings Per Click.

Then there is CJ EPC, which some but not all affiliate programs use.
CJ counts it as earnings per 100 clicks.

So there's an overview of the different metrics.

As far as averages... I don't know. I do know it varies by industry a lot.
Some low cost easy impulse buys are going to have really high conversions.
Well known brands probably tend to have higher conversions than no name sites.

But industry averages for ecomm sites used to be around 2% conversion.
But that's on the merchant site not the affiliate site.

So like many questions, my answer is, it depends.
It depends on LOTs of different factors.