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.
Related terms
- ROAS (Return on Ad Spend)
- ROAS is the revenue generated for every dollar spent on advertising or influencer marketing, calculated by dividing total revenue attributed to the campaign by total spend.
- Affiliate link
- An affiliate link is a unique tracked URL given to a creator so that any purchase or sign-up made through that link is attributed to that creator, who earns a commission on resulting sales.
- Engagement rate
- Engagement rate is the percentage of a creator’s audience that interacts with their content, calculated as total engagements (likes, comments, shares, saves) divided by followers or reach, times 100.
- CPM (cost per mille)
- CPM, or cost per mille, is the cost a brand pays per 1,000 impressions or views of a piece of content, used to compare the efficiency of creator and ad placements.
- Brand deal
- A brand deal is a paid agreement between a creator and a brand where the creator produces and publishes content featuring the brand's product or service in exchange for money, product, or both.
More in Metrics
Conversion rate sits in the metrics part of the glossary. These terms come up in the same conversations and are worth reading alongside it.