diff --git a/README.md b/README.md
index 967bbe2..c9b6c67 100644
--- a/README.md
+++ b/README.md
@@ -73,7 +73,7 @@ It enables you to write code that is **information-verbose by default**.
 ;; Getting fancy (all costs are conditional!)
 (t/log!
   {:level         :debug
-   :sample-rate   0.75 ; 75% sampling (noop 25% of the time)
+   :sample        0.75 ; 75% sampling (noop 25% of the time)
    :when          (my-conditional)
    :rate-limit    {"1 per sec" [1  1000]
                    "5 per min" [5 60000]}
@@ -146,11 +146,11 @@ It enables you to write code that is **information-verbose by default**.
     ([] (println "Handler has shut down")))
 
   {:async {:mode :dropping, :buffer-size 1024, :n-threads 1}
-   :priority    100
-   :sample-rate 0.5
-   :min-level   :info
-   :ns-filter   {:disallow "taoensso.*"}
-   :rate-limit  {"1 per sec" [1 1000]}
+   :priority   100
+   :sample     0.5
+   :min-level  :info
+   :ns-filter  {:disallow "taoensso.*"}
+   :rate-limit {"1 per sec" [1 1000]}
    ;; See `t/help:handler-dispatch-options` for more
    })
 
diff --git a/examples.cljc b/examples.cljc
index d6639f9..2f1c6ad 100644
--- a/examples.cljc
+++ b/examples.cljc
@@ -29,7 +29,7 @@
 ;; Getting fancy (all costs are conditional!)
 (t/log!
   {:level         :debug
-   :sample-rate   0.75 ; 75% sampling (noop 25% of the time)
+   :sample        0.75 ; 75% sampling (noop 25% of the time)
    :when          (my-conditional)
    :rate-limit    {"1 per sec" [1  1000]
                    "5 per min" [5 60000]}
@@ -89,7 +89,7 @@
 
   {:async {:mode :dropping, :buffer-size 1024, :n-threads 1}
    :priority    100
-   :sample-rate 0.5
+   :sample      0.5
    :min-level   :info
    :ns-filter   {:disallow "taoensso.*"}
    :rate-limit  {"1 per sec" [1 1000]}
@@ -360,8 +360,8 @@
 
 ;; With sampling 50% and 1/sec rate limiting
 (t/log!
-  {:sample-rate 0.5
-   :rate-limit  {"1 per sec" [1 1000]}}
+  {:sample     0.5
+   :rate-limit {"1 per sec" [1 1000]}}
   "This signal will be sampled and rate limited")
 
 ;; Several signal creators are available for convenience.
diff --git a/main/resources/signal-docstrings/signal-content.txt b/main/resources/signal-docstrings/signal-content.txt
index 85640a4..7606ed6 100644
--- a/main/resources/signal-docstrings/signal-content.txt
+++ b/main/resources/signal-docstrings/signal-content.txt
@@ -29,7 +29,7 @@ Default signal keys:
 `:host` -------- (Clj only) {:keys [name ip]}       info for network host
 `:thread` ------ (Clj only) {:keys [name id group]} info for thread that created signal
 
-`:sample-rate` - ?rate ∈ℝ[0,1] for combined signal AND handler sampling (0.75 => allow 75% of signals, nil => allow all)
+`:sample` ------ Sample ?rate ∈ℝ[0,1] for combined call AND handler sampling (0.75 => allow 75% of signals, nil => allow all)
 
 <kvs> ---------- Other arb app-level ?kvs given to signal creator. Typically NOT included
                  in handler output, so a great way to provide custom data/opts for use
diff --git a/main/resources/signal-docstrings/signal-options.txt b/main/resources/signal-docstrings/signal-options.txt
index 1d549b6..0f64698 100644
--- a/main/resources/signal-docstrings/signal-options.txt
+++ b/main/resources/signal-docstrings/signal-options.txt
@@ -27,7 +27,7 @@ All options are available for all signal creator calls:
 `:elidable?` --- Should signal be subject to compile-time elision? (Default: true)
 `:trace?` ------ Should tracing be enabled for `:run` form?
 
-`:sample-rate` - ?rate ∈ℝ[0,1] for signal sampling (0.75 => allow 75% of signals, nil => allow all)
+`:sample` ------ Optional sample rate ∈ℝ[0,1] for signal sampling (0.75 => allow 75% of signals, nil => allow all)
 `:when` -------- Arb ?form; when present, form must return truthy to allow signal
 `:rate-limit` -- ?spec as given to `taoensso.telemere/rate-limiter`, see its docstring for details
 `:rate-limit-by` When present, rate limits will be enforced independently for each id (any Clojure value!)
diff --git a/main/src/taoensso/telemere.cljc b/main/src/taoensso/telemere.cljc
index 92e07fb..1e375d9 100644
--- a/main/src/taoensso/telemere.cljc
+++ b/main/src/taoensso/telemere.cljc
@@ -241,7 +241,7 @@
       under a single set of conditions (incl. rate-limiting, sampling, etc.):
 
         ;; Logs exactly 2 or 0 messages (never 1):
-        (when (signal-allowed? {:level :info, :sample-rate 0.5})
+        (when (signal-allowed? {:level :info, :sample 0.5})
           (log! {:allow? true} \"Message 1\")
           (log! {:allow? true} \"Message 2\"))"
 
diff --git a/main/src/taoensso/telemere/impl.cljc b/main/src/taoensso/telemere/impl.cljc
index d96af87..f41ba59 100644
--- a/main/src/taoensso/telemere/impl.cljc
+++ b/main/src/taoensso/telemere/impl.cljc
@@ -250,7 +250,7 @@
   ;; Telemere's main public data type, we avoid nesting and duplication
   [schema inst uid, ns coords,
    #?@(:clj [host thread _otel-context]),
-   sample-rate, kind id level, ctx parent root, data kvs msg_,
+   sample, kind id level, ctx parent root, data kvs msg_,
    error run-form run-val end-inst run-nsecs]
  
   Object (toString [sig] (str "taoensso.telemere.Signal" (into {} sig))))
@@ -394,7 +394,7 @@
          [{:as opts-map :keys
            [#_elide? #_allow? #_callsite-id, ; Undocumented
             elidable? coords #_inst #_uid #_xfn #_xfn+,
-            sample-rate kind ns id level when rate-limit rate-limit-by,
+            sample kind ns id level when rate-limit rate-limit-by,
             #_ctx #_ctx+ #_parent #_root #_trace?, #_do #_let #_data #_msg #_error #_run #_& #_kvs]}])
 
        :signal! ; opts => allowed? / run result (value or throw)
@@ -402,7 +402,7 @@
          [{:as opts-map :keys
            [#_elide? #_allow? #_callsite-id, ; Undocumented
             elidable? coords inst uid xfn xfn+,
-            sample-rate kind ns id level when rate-limit rate-limit-by,
+            sample kind ns id level when rate-limit rate-limit-by,
             ctx ctx+ parent root trace?, do let data msg error run & kvs]}])
 
        :log! ; ?level + msg => nil / allowed?
@@ -411,7 +411,7 @@
          [{:as opts-map :keys
            [#_elide? #_allow? #_callsite-id,
             elidable? coords inst uid xfn xfn+,
-            sample-rate kind ns id level when rate-limit rate-limit-by,
+            sample kind ns id level when rate-limit rate-limit-by,
             ctx ctx+ parent root trace?, do let data msg error #_run & kvs]}
           msg])
 
@@ -422,7 +422,7 @@
           {:as opts-map :keys
            [#_elide? #_allow? #_callsite-id,
             elidable? coords inst uid xfn xfn+,
-            sample-rate kind ns id level when rate-limit rate-limit-by,
+            sample kind ns id level when rate-limit rate-limit-by,
             ctx ctx+ parent root trace?, do let data msg error #_run & kvs]}])
 
        :trace! ; ?id + run => run result (value or throw)
@@ -431,7 +431,7 @@
          [{:as opts-map :keys
            [#_elide? #_allow? #_callsite-id,
             elidable? coords inst uid xfn xfn+,
-            sample-rate kind ns id level when rate-limit rate-limit-by,
+            sample kind ns id level when rate-limit rate-limit-by,
             ctx ctx+ parent root trace?, do let data msg error run & kvs]}
           run])
 
@@ -441,7 +441,7 @@
          [{:as opts-map :keys
            [#_elide? #_allow? #_callsite-id,
             elidable? coords inst uid xfn xfn+,
-            sample-rate kind ns id level when rate-limit rate-limit-by,
+            sample kind ns id level when rate-limit rate-limit-by,
             ctx ctx+ parent root trace?, do let data msg error run & kvs]}
           run])
 
@@ -451,7 +451,7 @@
          [{:as opts-map :keys
            [#_elide? #_allow? #_callsite-id,
             elidable? coords inst uid xfn xfn+,
-            sample-rate kind ns id level when rate-limit rate-limit-by,
+            sample kind ns id level when rate-limit rate-limit-by,
             ctx ctx+ parent root trace?, do let data msg error #_run & kvs]}
           error])
 
@@ -461,7 +461,7 @@
          [{:as opts-map :keys
            [#_elide? #_allow? #_callsite-id, catch-val,
             elidable? coords inst uid xfn xfn+,
-            sample-rate kind ns id level when rate-limit rate-limit-by,
+            sample kind ns id level when rate-limit rate-limit-by,
             ctx ctx+ parent root trace?, do let data msg error #_run & kvs]}
           run])
 
@@ -471,7 +471,7 @@
          [{:as opts-map :keys
            [#_elide? #_allow? #_callsite-id,
             elidable? coords inst uid xfn xfn+,
-            sample-rate kind ns id level when rate-limit rate-limit-by,
+            sample kind ns id level when rate-limit rate-limit-by,
             ctx ctx+ parent root trace?, do let data msg error #_run & kvs]}])
 
        (truss/unexpected-arg! macro-id))))
@@ -603,12 +603,12 @@
                 uid-form    (get opts :uid (when trace? :auto))
 
                 signal-delay-form
-                (let [{do-form          :do
-                       let-form         :let
-                       msg-form         :msg
-                       data-form        :data
-                       error-form       :error
-                       sample-rate-form :sample-rate} opts
+                (let [{do-form     :do
+                       let-form    :let
+                       msg-form    :msg
+                       data-form   :data
+                       error-form  :error
+                       sample-form :sample} opts
 
                       let-form (or let-form '[])
                       msg-form (parse-msg-form msg-form)
@@ -627,7 +627,7 @@
                       (not-empty
                         (dissoc opts
                           :elidable? :coords :inst :uid :xfn :xfn+,
-                          :sample-rate :ns :kind :id :level :filter :when #_:rate-limit #_:rate-limit-by,
+                          :sample :ns :kind :id :level :filter :when #_:rate-limit #_:rate-limit-by,
                           :ctx :ctx+ :parent #_:trace?, :do :let :data :msg :error,
                           :run :run-form :run-val, :elide? :allow? #_:callsite-id :otel/context))
 
@@ -649,10 +649,10 @@
                       (let [record-form
                             (let   [clause [(if run-form :run :no-run) (if clj? :clj :cljs)]]
                               (case clause
-                                [:run    :clj ]  `(Signal. 1 ~'__inst ~'__uid, ~'__ns ~coords (enc/host-info) ~'__thread ~'__otel-context1, ~sample-rate-form, ~'__kind ~'__id ~'__level, ~ctx-form ~parent-form ~'__root1, ~data-form ~kvs-form ~'_msg_,   ~'_run-err  '~show-run-form ~show-run-val ~'_end-inst ~'_run-nsecs)
-                                [:run    :cljs]  `(Signal. 1 ~'__inst ~'__uid, ~'__ns ~coords                                               ~sample-rate-form, ~'__kind ~'__id ~'__level, ~ctx-form ~parent-form ~'__root1, ~data-form ~kvs-form ~'_msg_,   ~'_run-err  '~show-run-form ~show-run-val ~'_end-inst ~'_run-nsecs)
-                                [:no-run :clj ]  `(Signal. 1 ~'__inst ~'__uid, ~'__ns ~coords (enc/host-info) ~'__thread ~'__otel-context1, ~sample-rate-form, ~'__kind ~'__id ~'__level, ~ctx-form ~parent-form ~'__root1, ~data-form ~kvs-form ~msg-form, ~error-form nil             nil           nil         nil)
-                                [:no-run :cljs]  `(Signal. 1 ~'__inst ~'__uid, ~'__ns ~coords                                               ~sample-rate-form, ~'__kind ~'__id ~'__level, ~ctx-form ~parent-form ~'__root1, ~data-form ~kvs-form ~msg-form, ~error-form nil             nil           nil         nil)
+                                [:run    :clj ]  `(Signal. 1 ~'__inst ~'__uid, ~'__ns ~coords (enc/host-info) ~'__thread ~'__otel-context1, ~sample-form, ~'__kind ~'__id ~'__level, ~ctx-form ~parent-form ~'__root1, ~data-form ~kvs-form ~'_msg_,   ~'_run-err  '~show-run-form ~show-run-val ~'_end-inst ~'_run-nsecs)
+                                [:run    :cljs]  `(Signal. 1 ~'__inst ~'__uid, ~'__ns ~coords                                               ~sample-form, ~'__kind ~'__id ~'__level, ~ctx-form ~parent-form ~'__root1, ~data-form ~kvs-form ~'_msg_,   ~'_run-err  '~show-run-form ~show-run-val ~'_end-inst ~'_run-nsecs)
+                                [:no-run :clj ]  `(Signal. 1 ~'__inst ~'__uid, ~'__ns ~coords (enc/host-info) ~'__thread ~'__otel-context1, ~sample-form, ~'__kind ~'__id ~'__level, ~ctx-form ~parent-form ~'__root1, ~data-form ~kvs-form ~msg-form, ~error-form nil             nil           nil         nil)
+                                [:no-run :cljs]  `(Signal. 1 ~'__inst ~'__uid, ~'__ns ~coords                                               ~sample-form, ~'__kind ~'__id ~'__level, ~ctx-form ~parent-form ~'__root1, ~data-form ~kvs-form ~msg-form, ~error-form nil             nil           nil         nil)
                                 (truss/unexpected-arg! clause {:context :signal-constructor-args})))
 
                             record-form
diff --git a/main/src/taoensso/telemere/open_telemetry.clj b/main/src/taoensso/telemere/open_telemetry.clj
index 9708a03..64451d5 100644
--- a/main/src/taoensso/telemere/open_telemetry.clj
+++ b/main/src/taoensso/telemere/open_telemetry.clj
@@ -183,7 +183,7 @@
         (put-attr! ab "run.val"                run-val)
         (put-attr! ab "run.nsecs"    run-nsecs)))
 
-    (put-attr! ab "sample" (get signal :sample-rate))
+    (put-attr! ab "sample" (get signal :sample))
 
     (when-let [{:keys [id uid]} (get signal :parent)]
       (put-attr! ab "parent.id"  id)
diff --git a/main/src/taoensso/telemere/utils.cljc b/main/src/taoensso/telemere/utils.cljc
index a973c7d..9bb0de7 100644
--- a/main/src/taoensso/telemere/utils.cljc
+++ b/main/src/taoensso/telemere/utils.cljc
@@ -608,8 +608,8 @@
         (let [af append-fn
               vf    val-fn]
 
-          (let [{:keys [ns uid parent root data kvs ctx #?@(:clj [host thread]) sample-rate]} signal]
-            (when sample-rate                     (af " sample: " (vf sample-rate)))
+          (let [{:keys [ns uid parent root data kvs ctx #?@(:clj [host thread]) sample]} signal]
+            (when sample                          (af " sample: " (vf sample)))
             (when uid                             (af "    uid: " (vf uid)))
             (when (and parent (not= parent root)) (af " parent: " (vf (format-parent ns parent)))) ; {:keys [id uid]}
             (when root                            (af "   root: " (vf (format-parent ns root))))   ; {:keys [id uid]}
diff --git a/main/test/taoensso/telemere_tests.cljc b/main/test/taoensso/telemere_tests.cljc
index 9873071..622918b 100644
--- a/main/test/taoensso/telemere_tests.cljc
+++ b/main/test/taoensso/telemere_tests.cljc
@@ -549,11 +549,11 @@
           (let [c   (enc/counter)
                 sr_ (atom nil)]
             (tel/with-handler "h1"
-              (fn h1 [x] (c) (compare-and-set! sr_ nil (:sample-rate x)))
-              {:async nil, :sample-rate handler-sample-rate}
+              (fn h1 [x] (c) (compare-and-set! sr_ nil (:sample x)))
+              {:async nil, :sample handler-sample-rate}
               (do
                 ;; Repeat to ensure >=1 gets through sampling
-                (dotimes [_ 1000] (sig! {:level :info, :sample-rate call-sample-rate}))
+                (dotimes [_ 1000] (sig! {:level :info, :sample call-sample-rate}))
                 [@sr_ @c]))))]
 
     [(is (= (test1 nil        nil)  [nil 1000]) "[none   none] = none")
@@ -1023,10 +1023,10 @@
                   :parent {:id ::parent-id1 :uid #uuid "443154cf-b6cf-47bf-b86a-8b185afee256"}
                   :root   {:id ::root-id1   :uid #uuid "82a53b6a-b28a-4102-8025-9e735dee103c"}
 
-                  :run-form    '(+ 3 2)
-                  :run-val     5
-                  :run-nsecs   100
-                  :sample-rate 0.5
+                  :run-form  '(+ 3 2)
+                  :run-val   5
+                  :run-nsecs 100
+                  :sample    0.5
 
                   :data
                   {:key-kw :val-kw
diff --git a/wiki/7-Tips.md b/wiki/7-Tips.md
index ab5d0e7..f114854 100644
--- a/wiki/7-Tips.md
+++ b/wiki/7-Tips.md
@@ -90,9 +90,7 @@ Consider the [differences](https://www.youtube.com/watch?v=oyLBGkS5ICk) between
   
   If a signal is created with *20%* sampling and a handler handles *50%* of received signals, then *10%* of possible signals will be handled (50% of 20%).
   
-  This multiplicative rate is helpfully reflected in each signal's final `:sample-rate` value, making it possible to estimate *unsampled* cardinalities in relevant cases.
-  
-  So for `n` randomly sampled signals matching some criteria, you'd have seen an estimated `Σ(1.0/sample-rate_i)` such signals _without_ sampling, etc.
+  When sampling is active, the final (combined multiplicative) rate is helpfully reflected in each signal's `:sample` rate value ∈ℝ[0,1]. This makes it possible to estimate _unsampled_ cardinalities: for `n` randomly sampled signals matching some criteria, you'd have seen an estimated `Σ(1.0/sample-rate_i)` such signals _without_ sampling, etc.
   
 - Transforms can technically return any type, but it's best to return only `nil` or a map. This ensures maximum compatibility with community transforms, handlers, and tools.