Conversion of Plaid Link is a critical metric that can impact user engagement, data accuracy, business performance, user retention, and revenue. It's important to continually monitor and strive to improve your conversion rates.
Plaid maintains detailed, up-to-date guidance on the steps you can take — such as initializing Link with a minimal set of products, implementing full OAuth (including app-to-app) on mobile, providing pre-Link messaging, and configuring Link for your user's country and language. For the complete and current list, see Optimizing Link Conversion in the Plaid docs.
To measure the impact of these changes, track HANDOFF events (indicating a successful link) and EXIT events (indicating the user exited without linking an account). Your overall conversion rate is measured as the number of HANDOFF events divided by the number of unique link_session_ids. Alternatively, you can divide by the sum total of HANDOFF and EXIT events, but this method is less accurate, since an EXIT event won't fire if a user quits the browser or closes the tab. For more on measuring conversion, see Measuring Link conversion in the Plaid docs.