GLOSSARY

Conversion / Conversion Rate

Conversion rate is a metric used to gauge the percentage of users who perform a desired action after interacting with an ad, offer, or push notification. This action can include activities like app downloads, installations, sign-ups, or purchases. By dividing the number of users who completed the desired action by the total number of users who viewed the ad or received the offer, marketers can calculate the conversion rate as a percentage. The definition of a conversion can vary depending on the campaign and pricing model, with different measurements in cost per install and cost per engagement campaigns.

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