{
  "id": "conversion-rate",
  "version": "528e6f23dc1c",
  "status": "published",
  "name": "Conversion Rate Calculator",
  "question": "What is my conversion rate?",
  "summary": "Computes the conversion rate of a website, ad or email from its conversions and visitors, or the conversions or visitors from the other two.",
  "category": "finance",
  "subcategory": "business",
  "url": "https://www.acalculator.org/finance/conversion-rate-calculator",
  "markdown": "https://www.acalculator.org/finance/conversion-rate-calculator.md",
  "kind": "formulas",
  "method": "Conversion rate = conversions ÷ visitors × 100; conversions = rate × visitors ÷ 100; visitors = conversions ÷ rate × 100.",
  "assumptions": [
    "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."
  ],
  "inputs": {
    "$schema": "https://json-schema.org/draft/2020-12/schema",
    "type": "object",
    "properties": {
      "conv": {
        "title": "Conversions",
        "description": "How many visitors did what you count as a conversion: bought, signed up, called.",
        "type": "number",
        "minimum": 0,
        "maximum": 1000000000000
      },
      "visitors": {
        "title": "Visitors",
        "description": "How many visitors, sessions, clicks or ad interactions could have converted.",
        "type": "number",
        "exclusiveMinimum": 0,
        "maximum": 1000000000000
      },
      "rate": {
        "title": "Conversion rate",
        "description": "Conversions ÷ visitors × 100.",
        "type": "number",
        "x-unit": "percent",
        "minimum": 0,
        "maximum": 100
      }
    }
  },
  "solve": {
    "fillAny": 2,
    "variables": [
      "conv",
      "visitors",
      "rate"
    ],
    "inputsOnly": []
  },
  "outputs": {
    "conversions": {
      "label": "Conversions",
      "description": "How many conversions, to 2 decimals (ad platforms can count part of a conversion).",
      "format": "number"
    },
    "visitors": {
      "label": "Visitors",
      "description": "How many visitors, to the nearest whole visitor (halves up).",
      "format": "number"
    },
    "rate": {
      "label": "Conversion rate",
      "description": "Conversions ÷ visitors × 100, to 2 decimals.",
      "format": "percent"
    }
  },
  "defaultAnswer": {
    "inputs": {
      "conv": 50,
      "visitors": 1000
    },
    "outputs": {
      "rate": 5
    },
    "text": "50 conversions from 1,000 visitors is a conversion rate of 5%."
  },
  "examples": [
    {
      "given": {
        "conv": 50,
        "visitors": 1000
      },
      "expect": {
        "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; 50 ÷ 1,000 × 100 = 5"
    },
    {
      "given": {
        "rate": 5,
        "visitors": 1000
      },
      "expect": {
        "conv": 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"
    },
    {
      "given": {
        "conv": 84,
        "rate": 2.4
      },
      "expect": {
        "visitors": 3500
      },
      "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; hand calculation in content.mdx: 84 ÷ 2.4 × 100 = 3,500"
    },
    {
      "given": {
        "conv": 37,
        "visitors": 1500
      },
      "expect": {
        "rate": 2.466666666666667
      },
      "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; hand calculation in content.mdx: 37 ÷ 1,500 × 100 = 2.4666… (exact 37/15, Python Fraction), shown as 2.47%"
    }
  ],
  "sources": [
    "Google Ads Help, \"Conversion rate: Definition\": the number of conversions divided by 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 (retrieved 2026-10-19)",
    "Google Ads Help, \"About conversion counting options\": with Every, Google Ads counts every conversion after an ad interaction (one traveller's 3 hotel and 2 car bookings count as 5); with One, it counts one conversion per ad click. https://support.google.com/google-ads/answer/3438531 (retrieved 2026-10-19)",
    "Google Analytics Help, \"Analytics dimensions and metrics\": session key event rate = the sessions in which a key event happened ÷ all sessions; user key event rate = the users who performed a key event ÷ all users. https://support.google.com/analytics/answer/9143382 (retrieved 2026-10-19)"
  ],
  "related": [
    "ctr",
    "aov",
    "cac",
    "roas"
  ],
  "changelog": []
}