Calculate conversion rate from conversions and visitors.
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How do you calculate conversion rate?
Conversion rate = conversions ÷ visitors × 100. For example, 50 conversions from 1,000 visitors is a 5% conversion rate. Conversion rate is the share of visitors who completed a desired action. Track it over time and by source to spot what is working.
Understanding your result
Track it over time and by source to spot what is working.
Formula and method
Conversion rate = conversions ÷ visitors × 100.
Assumptions and limitations
Count visitors and conversions consistently (sessions vs unique users). A rate alone lacks context — track it over time and by source.
Worked example
50 conversions from 1,000 visitors is a 5% conversion rate.
How to use this tool
- Enter the number of conversions.
- Enter the number of visitors.
Common mistakes to avoid
- Counting sessions and unique visitors inconsistently.
About the Conversion Rate Calculator
Conversion rate is the share of visitors who completed a desired action.
Who should use this tool
Website owners, marketers and store managers tracking how well traffic turns into action.
Benefits
- Measure how effectively a page turns visitors into customers.
- Benchmark pages, campaigns and channels against each other.
- Quantify the impact of optimisation changes.
Practical use cases
- Tracking checkout or sign-up performance.
- Comparing landing-page variations.
- Measuring a campaign’s real outcome.
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Frequently asked questions
Conversions or revenue?
This measures action count. For revenue per visitor, combine it with average order value.
Why track conversion rate by traffic source?
Different sources bring visitors with different intent, so a blended rate can hide what is working. Splitting the rate by channel, campaign or page reveals which sources send visitors who actually complete the action, helping you focus effort where conversion is strongest rather than guessing.
How should I define a conversion?
A conversion is any action you count as success, such as a purchase, sign-up, download or enquiry. Decide on one clear definition before measuring, and keep it consistent, so that comparisons over time and between sources reflect real changes rather than a shifting definition.