The conversion rate represents the percentage of users who take a desired action after interacting with an ad, offer, or push notification. This action may include app downloads, installations, sign-ups, or purchases. Marketers calculate the conversion rate 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, expressed as a percentage. The definition of a conversion may vary based on the campaign and pricing model, with different measurements in cost per install and cost per engagement campaigns.
