What is my conversion rate?
Enter the conversions and the visitors of a website, landing page, ad or email to see its conversion rate. Or enter a conversion rate to see how many conversions some traffic should bring, or how many visitors a goal needs.
- Conversion rate
- 5%
50 conversions from 1,000 visitors is a conversion rate of 5%.
Conversion rate: 5%. 50 conversions from 1,000 visitors is a conversion rate of 5%.
The results are estimates for information only. They are not financial, tax, or legal advice. Check the numbers with your lender or a qualified professional before you decide. Terms of use
How to calculate
Computes the conversion rate of a website, ad or email from its conversions and visitors, or the conversions or visitors from the other two.
Example with the default inputs (Conversions 50, Visitors 1,000): 50 conversions from 1,000 visitors is a conversion rate of 5%.
Formula: Conversion rate = conversions ÷ visitors × 100; conversions = rate × visitors ÷ 100; visitors = conversions ÷ rate × 100.
- Each visitor (or session, click or ad interaction) converts at most once, so the conversion rate is at most 100%.
- Conversions and visitors come from the same period and the same traffic.
- Arithmetic is exact on the typed decimals; the rate and conversions show to 2 decimals and visitors to the whole number, halves up.
Worked examples
Each example is checked against the calculator on every build.
- Conversions 50, Visitors 1,000 gives Conversion rate 5%.Source: Google Ads Help, "Conversion rate: Definition" (the number of conversions ÷ the ad interactions that can be tracked to a conversion in the same period; 50 conversions from 1,000 interactions is 5%). https://support.google.com/google-ads/answer/2684489
- Conversion rate 5%, Visitors 1,000 gives Conversions 50.Source: Google Ads Help, "Conversion rate: Definition" (the number of conversions ÷ the ad interactions that can be tracked to a conversion in the same period; 50 conversions from 1,000 interactions is 5%). https://support.google.com/google-ads/answer/2684489, worked back: 5 × 1,000 ÷ 100 = 50
- Conversions 84, Conversion rate 2.4% gives Visitors 3,500.Source: Google Ads Help, "Conversion rate: Definition" (the number of conversions ÷ the ad interactions that can be tracked to a conversion in the same period; 50 conversions from 1,000 interactions is 5%). https://support.google.com/google-ads/answer/2684489
- Conversions 37, Visitors 1,500 gives Conversion rate 2.47%.Source: Google Analytics Help, "Analytics dimensions and metrics" (session key event rate = sessions in which a key event happened ÷ total sessions; user key event rate = users who performed a key event ÷ total users). https://support.google.com/analytics/answer/9143382
How it works
With the conversions C, the visitors V and the conversion rate in percent:
- Conversion rate = C ÷ V × 100
- Conversions C = rate × V ÷ 100
- Visitors V = C ÷ rate × 100
Fill in any two of the three, and the calculator works out the third. If you fill in all three, they must agree.
Rules:
- The conversions are 0 or more, the visitors more than 0, and each at most 1 trillion. The rate is from 0% to 100%.
- More conversions than visitors gives no answer, with the message "There are more conversions than visitors: count each visitor’s conversion once."
- A rate of 0% cannot give the visitors (this message comes before the next one): "A conversion rate of 0% fits any number of visitors: enter more than 0%."
- 0 conversions with a rate above 0% cannot give the visitors: "With 0 conversions, any number of visitors fits: enter the visitors instead."
- Visitors worked out above 1 trillion give no answer: "The visitors would be more than 1 trillion: check the other values."
- With fewer than two values filled in, the page asks for any 2 values. Three values that do not agree give no answer, and the page asks you to clear one of them.
- A result that is not 0 but too small to show as a number gives no answer: "The result is too small to show as a number."
- The arithmetic is exact on the decimals you type. The rate and the conversions show to 2 decimals and the visitors to the whole number, with halves rounded up (away from 0).
Assumptions
- Each visitor (or session, click or ad interaction) converts at most once.
- The conversions and the visitors come from the same period and the same traffic.
Worked examples by hand
50 conversions from 1,000 interactions. Rate = 50 ÷ 1,000 × 100 = 5%.
A 5% rate on 1,000 visitors. C = 5 × 1,000 ÷ 100 = 50 conversions.
84 sales at a 2.4% rate. V = 84 ÷ 2.4 × 100 = 3,500 visitors.
37 sign-ups from 1,500 sessions. Rate = 37 ÷ 1,500 × 100 = 2.4666…, shown as 2.47%.
Other questions people ask
What is a conversion rate?
A conversion rate is the share of visitors who did what you wanted, such as buy, sign up or call. It is the number of conversions divided by the number of visitors (or sessions, clicks or ad interactions), written as a percent.
How do I calculate a conversion rate?
Divide the conversions by the visitors and multiply by 100. Google Ads gives the example of 50 conversions from 1,000 interactions: 50 ÷ 1,000 × 100 = 5%.
How do I calculate an email marketing conversion rate?
Use the people who got or clicked the email as the visitors and the people who then bought or signed up as the conversions. 30 sales from 1,200 email clicks is 30 ÷ 1,200 × 100 = 2.5%. Say which base you used, because a rate per email sent is lower than a rate per click.
How many visitors do I need for a sales goal?
Divide the conversions you want by the conversion rate and multiply by 100. For 84 sales at a 2.4% conversion rate you need 84 ÷ 2.4 × 100 = 3,500 visitors.
Should I count visitors, sessions or clicks?
Any of them works if you keep to one. Google Analytics shows a session key event rate (sessions with a conversion ÷ all sessions) and a user key event rate (users who converted ÷ all users). A rate per session is usually lower than a rate per user, because one person can visit several times.
What is a good conversion rate?
It depends on the product, the price, the traffic source and what counts as a conversion. A free sign-up and a costly purchase convert at very different rates. Compare a page with its own past rate and test changes one at a time.
Can a conversion rate be more than 100%?
Not when each visitor converts at most once, as this calculator assumes. Google Ads can count every conversion that follows a click: in its example, one traveller's three hotel and two car bookings count as 5 conversions. With that setting, conversions can outnumber clicks. Count each visitor once here.