Checking your dashboard once a day and hoping for a green ROI isn't analytics—it's just gambling. If you want to stay profitable, you need to view your metrics as a connected pipeline. When one link snaps, the whole campaign goes down.
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Every ad campaign runs on a simple user journey: Impressions, Clicks, Landing Page Visits, and Conversions.
The jump from Impressions to Clicks depends on how eye-catching your ad is, which you track through CTR. Getting users from Clicks to Visits comes down to page load speed and how well your pre-lander hooks them, measured by LP CTR. Finally, turning Visits into Conversions depends on whether the offer actually makes sense to the user and how easy the order form is to fill out, which shows up in your CR.
If performance drops off hard at any point along this chain—like getting tons of clicks but zero sales—you are basically handing money over to the ad network for nothing.
| Step | Metric | What to Track | Normal Range | Common Issue If Lower |
|---|---|---|---|---|
| 1. Creative | CTR | Clickability | 0.3% – 1.5% | Under 0.2%: Burned-out ad or wrong audience |
| 2. Pre-lander | LP CTR / CR | Page engagement | 5% – 25% | Under 3%: Slow load time or mismatched hook |
| 3. Offer | CR | Lead conversion | 1% – 5% | Under 0.5%: Hard form, broken button, or bot traffic |
| 4. Money | ROI | Profitability | 20%+ | Under 0%: Overbidding or bad offer choice |
CTR shows what percentage of people clicked your ad after seeing it. You calculate it using a simple formula: (Clicks / Impressions) × 100%.
In push traffic, realistic numbers vary by niche. Sweeps usually sit between 0.8% and 2.0%, Nutra runs around 0.5% to 1.2%, Gambling lands between 0.4% and 1.0%, while Utilities and VPNs hit 0.9% to 2.5%.
If your CTR drops below 0.2%, your ad isn't grabbing attention, so swap out the icon, main image, or headline. If it stays between 0.5% and 1.2%, your angle works fine and you can move on to cutting bad traffic sources. But if your CTR shoots past 2.5% while bringing in zero sales, you're using clickbait that promises something your landing page doesn't deliver.
CR measures the percentage of users who clicked your ad and actually finished the action, like buying a product, signing up, or installing an app. The math is simple: (Conversions / Clicks) × 100%.
Average conversion rates depend on how much effort the action takes. Simple email signups (SOI) usually hit 5% to 15%, while signups requiring email confirmation (DOI) range from 2% to 6%. Cash-on-delivery nutra (COD) converts around 1% to 3%, and first deposits on casino offers (FTD) sit between 0.2% and 1%.
High CTR mixed with zero CR is a clear warning sign. It almost always means your landing page takes way too long to load, or the pitch on your page looks completely different from your ad hook.
CPA is what you pay out of pocket for a single lead or sale: Total Spend / Total Conversions. The basic rule here is straightforward: keeping CPA under your payout means you're making money, while a CPA over payout means you're losing cash.
To figure out your break-even CR—the exact conversion rate you need just to cover costs—use this math: (CPC / Payout) × 100%.
For example, if a click costs $0.01 and the affiliate network pays $10 per lead, your break-even calculation is ($0.01 / $10) × 100% = 0.1%. Anything above a 0.1% conversion rate here is net profit.
ROI shows how much profit every spent dollar brought back: ((Revenue - Spend) / Spend) × 100%.
An ROI of 0% means you broke even—you got your spend back, but made zero profit. Aiming for a healthy campaign usually means targeting 20% to 50% on high-volume offers like Nutra and Sweeps, or pushing for 50% to 150%+ on high-payout niches like Casino and Crypto.
eCPM shows how much revenue the ad network makes for every 1,000 views of your ad: CTR × CPC × 1000.
The higher your eCPM score, the more the network wants to push your ad to its best traffic. If your ad's CTR drops, the network will pull back your impression volume.
Once your campaign gathers enough initial data, group your stats by traffic sources and split them into lists.
| List | What Stats Show | What It Means | What to Do |
|---|---|---|---|
| Blacklist | Spent 1.5–2 payouts with 0 conversions | Junk audience or bots | Cut the source right away |
| Whitelist | CPA is 1.5x lower than payout, ROI 30%+ | High-converting traffic | Keep the source and raise the bid |
High CTR, but zero sales
You likely leaned too hard into clickbait or your page takes forever to load. Test your site speed immediately and make sure your ad text matches your pre-lander headline.
Low CTR, but great CR
The users who click are actually buying, but your ad isn't getting enough clicks to scale. Try brighter images or punchier headlines to capture more eyes.
ROI drops while scaling
Your creatives are getting old or you've maxed out available traffic at your current bid. Upload fresh ad variations or broaden your targeting settings to get things moving again.
CPA climbs while CTR stays flat
Competitors probably raised their bids, or the advertiser's offer page dropped in conversion rate. Double-check your tracking links, offer availability, and competitor bids.
Sudden spike in clicks with zero leads
You're likely running into click fraud. Look at your time-on-page stats in your tracker and blacklist those suspicious sources right away.
Impressions suddenly drop
Your CTR slipped and pulled down your eCPM score in the auction. Refreshing your ad creatives will help bring your volume back up.
Pre-lander clicks work, but offer page visits stay at zero
You're dealing with a technical glitch. Check if your button script is broken or if your main tracking link is misconfigured.
What are the most important metrics for Push ads?
The main numbers to watch are CTR for ad clicks, CR for conversions, CPA for your cost per lead, and eCPM for auction priority.
Is 0.1% CTR fine for Push?
No, that's too low since normal benchmarks range from 0.3% to 1.2%. A 0.1% CTR tanks your eCPM score and causes the network to cut down your impressions.
When should I kill a campaign?
Pause the campaign when you've spent three to five payouts, ROI stays deeply negative, and cutting bad sources fails to bring your CPA below payout.
What should I watch on Day 1?
Check if conversions are firing properly in your tracker, make sure your budget isn't draining into a single bad traffic source, and confirm all your links work.
When do I blacklist a traffic source?
Blacklist a source as soon as it spends the equivalent of one full payout without bringing in a single conversion.
