Glossary
The percentage of a creator audience that takes a desired action (usually a purchase) after seeing the content, measured per creator over the attribution window.
Conversion rate is the percentage of a creator's audience that takes a desired action, usually a purchase, after seeing the sponsored content. It is the metric that separates a creator with a big audience from a creator whose audience actually buys.
Engagement tells you the audience is paying attention. Conversion rate tells you the audience is buying. The two are not the same, and a creator with high engagement and low conversion is a poor fit for a performance campaign even if they look great on a reach report. Conversion rate per creator is the metric that lets you rank creators by revenue impact, rebook the top performers, and drop the bottom. Without per-creator conversion rate, you rebook by gut, and gut is biased toward the creators you liked personally rather than the ones who converted. Read the analytics key metrics article for where conversion rate fits among the metrics that matter.
Infmap computes conversion rate per creator, per deal, over the attribution window you set. Each deal carries a promo code and a UTM-tagged link generated at creation, and the conversions flow back to that creator's deal record. The conversion rate is the attributed conversions divided by clicks (or views, depending on the attribution model) for that specific creator. Combined with CPA, it is the ranking that drives the rebook decision. See how brands use Infmap.
Two creators in the same campaign drive similar view counts. Creator A's audience converts at 2.1% (560 conversions from 27,000 clicks). Creator B's audience converts at 0.4% (110 conversions from 28,000 clicks). On views alone they look comparable. On conversion rate, A is 5x stronger, and the rebook decision is clear: double down on A, drop B. The brand found the difference because the platform computed conversion rate per creator rather than reporting a campaign-wide average.