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Marketing / Conversion Rate Calculator

Conversion Rate Calculator

Get the conversion rate for a website, landing page or sales pipeline, or use a rate to estimate sales or the traffic a goal needs.

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Adds revenue and revenue per visitor.

Conversion rate
2.40%
41.7visitors per conversion
$1.32revenue per visitor
Visitors4,000
Conversions96
Conversion rate2.40%
Revenue · 96 × $55.00$5,280.00

Each extra 0.5 percentage points of conversion adds about $1,100.00 in revenue at this traffic.

See breakdown

How the conversion rate calculation works

  1. Divide conversions by visitors

    Multiply by 100 for a percentage. 96 orders from 4,000 visitors is a 2.40% conversion rate.

  2. Use the count that matches the goal

    For a store, use sessions and orders. For sales, use leads and closed deals. For a landing page, use its visitors and form sign-ups.

  3. Estimate results from a known rate

    4,000 visitors at 3% is about 120 conversions.

  4. Work out the traffic a goal needs

    Divide target conversions by the rate. 96 sales at 3% needs 3,200 visitors.

  5. Add order value for revenue per visitor

    96 orders at $55 is $5,280, or $1.32 for every visitor.

Worked example. A store gets 4,000 visitors and 96 orders averaging $55. The conversion rate is 96 ÷ 4,000 = 2.40%, revenue is $5,280 and each visitor is worth $1.32.

Conversion Rate FAQ

What is conversion rate?

The share of visitors, clicks or leads that take the action you want, such as a sale, sign-up or call. Google Ads defines it as the average number of conversions per ad interaction, shown as a percentage.

How do I calculate conversion rate?

Use the formula conversion rate = conversions ÷ visitors × 100. 30 sign-ups from 1,200 visitors is 2.5%. Count both numbers over the same pages and the same dates.

How do I calculate lead or sales conversion rate?

Divide deals won by leads in the same period. 12 deals from 80 leads is a 15% lead-to-customer rate. Put leads in the visitors box and deals in the conversions box.

How is conversion rate calculated in Google Ads?

Google Ads divides conversions by the ad interactions (usually clicks) that can be tracked to a conversion in the same period. Its own example: 50 conversions from 1,000 interactions is 5%. If you count more than one conversion per click, the rate can go above 100%.

What is a good conversion rate?

There is no single good number. The rate depends on the product, price, traffic source and what you count as a conversion: a free sign-up converts far more often than a $2,000 order. Compare against your own past months on the same channel, and check revenue per visitor too.

Should I use visitors or sessions?

Either works if you stay consistent. Sessions give a lower rate because one person can visit several times before buying.

Sources: Google Ads Help: Conversion rate definition

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