Approve — the percentage of applications that the affiliate network or advertiser confirmed as valid.
Simply put: it is the share of customers who actually completed the process — confirmed an order, made a deposit or received loan approval. The webmaster receives a payout for this percentage of approved applications.
How approve is calculated
The approval rate is calculated using the formula:
Approve (%) = (Approved leads / All received leads) × 100%
Example: out of 50 received applications, the advertiser approved 35. Calculation: (35 / 50) × 100% = 70%. This means the approve rate for this traffic is 70%.
The remaining applications may be rejected for different reasons: the customer changed their mind, provided an incorrect phone number, duplicated an order or did not meet the offer requirements.
How approve works in different verticals
The meaning of «approval» depends on the niche:
-
E-commerce and nutra: a call center operator must reach the customer, confirm the order, its contents and the delivery address.
-
Gambling and betting: approve occurs when the player makes their first deposit (FTD) or meets the minimum betting amount requirements.
-
Finance (loans and microloans): a bank or microfinance organization approves the issuance of funds to the borrower after verification.
-
Mobile applications: the target action is recorded after installation, opening or completing a specific task inside the app.
What the approve rate depends on
A low approve rate does not always mean that the webmaster brought poor-quality traffic. The final indicator is affected by:
-
Creative quality: if an ad promises unrealistic discounts, the user may submit an application impulsively but refuse when contacted by phone.
-
Processing speed: the faster the call center contacts the customer, the higher the chance that they will not change their mind.
-
Region (GEO): audience characteristics and local residents’ online shopping habits.
-
Call center performance: how politely and convincingly managers communicate with customers.
Second meaning: moderation approve
In professional slang, this word is also used to refer to successful moderation. Phrases such as «the creative was approved» or «the campaign got approve» mean that the advertising platform reviewed the ads and allowed them to run.
