Metrics
CVR
Conversion rate — conversions divided by clicks.
CVR (conversion rate) is the percentage of clicks that produce a conversion. The conversion can be a sale, a lead, an install, or a search-arbitrage feed click — depends on the offer. CVR × AOV × margin = how much you can afford to pay per click. Most native LPs land at 1–6% CVR; sweepstakes and RSOC search can hit 30%+ on the front-end click but the downstream offer CVR is what actually pays you.
Formula
CVR = conversions / clicks
Example
Skin-cream advertorial → sales page funnel converts at 2.1%. Adding a quiz prelander in front lifted CVR to 3.4%, a 62% gain at the same CPC.