What is Conversion rate?
Conversion rate is the percentage of people who took a desired action (purchase, sign-up, click) out of the total who saw or clicked a piece of content or ad.
In influencer marketing, conversion rate is typically measured as purchases or sign-ups divided by link clicks from a creator's post or story. It is the clearest signal of whether a creator's audience actually buys, not just engages.
Conversion rates vary widely by niche, platform, and offer type. A 1-3% conversion from link click to purchase is generally considered solid for direct-to-consumer campaigns, though this differs by product price and audience intent.
Creators with strong conversion history can negotiate higher rates because they demonstrate measurable ROI for brands. Including conversion data from past campaigns in a media kit is a meaningful differentiator.