Conversion Rate
The percentage of clicks or visitors that complete a desired action, such as making a first deposit, opening an account, or purchasing a trading challenge.
What it means in practice
Conversion rate is calculated by dividing the number of conversions by the total number of clicks or visitors, then multiplying by 100. For example, if an affiliate link generates 1,000 clicks and 30 of those visitors complete the desired action, the conversion rate is 3%. The "desired action" varies by vertical: it could be an FTD in iGaming, a funded account opening in Forex, or a challenge purchase in prop trading.
Conversion rate is one of the most important metrics for evaluating affiliate program performance. It helps operators identify which partners drive qualified traffic versus those sending high volumes of low-intent visitors. For affiliates, conversion rate directly impacts their EPC (Earnings Per Click) and overall profitability. A low conversion rate on high traffic often signals a mismatch between the affiliate audience and the operator offer.
Benchmarks for conversion rates vary significantly across verticals, traffic sources, and geographies. Comparing rates across different contexts without accounting for these variables leads to misleading conclusions. Instead, operators and affiliates should track conversion rate trends over time, segment by traffic source and campaign, and use the metric alongside other indicators like LTV and EPC to get a complete picture of performance.
How Conversion Rate works across industries
See how conversion rate is applied in the verticals Track360 supports, from qualification logic and payout structure to the operational context behind each model.
How Track360 handles this
Track360 provides real-time conversion rate tracking across all traffic sources and campaigns, enabling operators and affiliates to monitor performance and identify optimization opportunities as they happen.
Frequently Asked Questions
Common questions about conversion rate, how it works in affiliate programs, and where it shows up across Track360's supported verticals.
Divide the number of conversions by the total number of clicks, then multiply by 100. For example, 50 conversions from 2,000 clicks equals a 2.5% conversion rate. The definition of "conversion" depends on your program -- it could be a deposit, account opening, or purchase.
Related Terms
EPC (Earnings Per Click)
A performance metric that measures the average earnings generated per click on an affiliate link, used to evaluate the profitability of affiliate traffic.
FTD (First Time Deposit)
FTD is the first successful deposit made by a newly referred user. In iGaming and some broker programs, it is one of the most common qualification events used for CPA payouts and partner reporting.
Challenge Purchase
A challenge purchase is the primary conversion event in prop trading affiliate programs -- when a trader buys a funded account evaluation or challenge from a prop trading firm.
Affiliate Link
An affiliate link is a unique tracked URL assigned to an affiliate that attributes clicks, conversions, and commissions to the correct partner.
LTV (Customer Lifetime Value)
The total revenue or profit a business expects to generate from a single customer over the entire duration of their relationship, used to evaluate affiliate traffic quality and optimize commission structures.
Minimum Deposit
The minimum deposit is the lowest amount a player must fund to activate their account or qualify for an affiliate commission event like an FTD.
CPI (Cost Per Install)
CPI is a commission model where an affiliate earns a fixed payment each time a referred user installs a mobile app, commonly used in casino and sportsbook promotions.
Conversion Tracking
Conversion tracking is the technical process of recording when a referred user completes a defined action, such as a deposit or purchase, and linking it to the referring affiliate.
Continue Learning
Free structured courses that cover this topic and more.
Affiliate Conversion Funnel Optimization
How to measure, diagnose, and improve conversion rates at every stage of the affiliate funnel -- from click to registration to first deposit across iGaming, Forex, and prop trading programs.
How to Migrate an Affiliate Program Without Breaking Attribution
A practical migration plan for operators moving from an existing affiliate or IB system. Map your stack, protect attribution, preserve payout logic, and move to a new setup without creating reporting chaos.
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