# Consent rate vs Opt-in rate

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While consent rate and opt-in rate both measure end-users who opt-into at least one vendor and purpose for a given a consent notice, they are categorically different.  

<table data-header-hidden><thead><tr><th width="158.4000244140625"></th><th></th></tr></thead><tbody><tr><td>Opt-in rate</td><td>Measures the percentage of end-users who have given consent (opt-in) over the number of times the consent notice was displayed to collect consent (consents asked). Unlike consent rate, the opt-in rate also takes into account end-users who did not response (no choice) to the consent notice.<br><br>That is, when the end-user was presented with a consent notice where they could opt-in, opt-out, or make no choice, what percentage chose to opt-in.</td></tr><tr><td>Consent rate</td><td>Measures the percentage of end-users who have given consent (opt-in) over all the users that have replied with a choice (opt-in or opt-out) to the consent notice. <br><br>That is, when an end-user made a choice, what percentage of those choices were opt-ins.</td></tr></tbody></table>

![](/files/jeJclmViAMwCHQPvb8vG)


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