Completion Rate
Share of all recipients or visitors who complete a desired conversion such as purchase, sign up or download.
Also known as: Conversion Rate, Abschlussrate, Conversion Quota
The completion rate, often called conversion rate in English, measures how many recipients of a campaign or visitors of a page actually perform the intended action. That can be a purchase, a newsletter sign up, a download or filling out a contact form.
How completion rate is calculated
The formula is straightforward: number of completions divided by number of clicks or visitors, multiplied by 100. With 1,000 clicks on a landing page and 35 completed purchases the completion rate is 3.5 percent.
What completion rate depends on
The value depends heavily on the match between ad promise, landing page and offer. If the expectation from the ad is not fulfilled, visitors leave. Technical factors like load speed, form length and mobile optimisation also affect the rate noticeably.
Completion rates in practice at JD Media
In the JD Media platforms, completion rate is measured in real time, both at campaign level and per creative, segment and publisher. Advertisers see immediately which combination actually works and can adjust running campaigns instead of only analysing afterwards.