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Conversion Rate Calculator

Use values from the same period and currency. Fees and taxes apply only where explicitly included in inputs.

Use values from the same period and currency. Fees and taxes apply only where explicitly included in inputs.

Your workbenchInputs are not stored

Result

Enter your values and run the tool to see your result.

What this tool does

Shows what share of visits or impressions led to the target action. Enter conversions in the first field and total visits in the second.

How to use it

  1. Decide what counts as a conversion — purchase, sign-up, enquiry — and keep it fixed.
  2. Enter conversions for the period in the first field.
  3. Enter visits for the same period in the second.
  4. Run it to get the conversion rate as a percentage.

Worked example

100 conversions from 200 visits is 50%. Four conversions from 200 visits is 2%.

Calculation method

Ratioa/b*100

Frequently asked questions

Visits or visitors?
Depends on the question. Use sessions for session-based rate, unique visitors for per-person rate. Consistency matters more than the choice.
My rate fell but revenue rose.
A big increase in traffic can dilute the rate. Read rate and conversion count together, and split by channel.

What this tool does not cover

Repeat visits, bot traffic, and cross-device journeys are not corrected for. With few conversions the rate swings a lot, so interpret small samples carefully.

References