# What is my conversion rate?

Computes the conversion rate of a website, ad or email from its conversions and visitors, or the conversions or visitors from the other two.

- Page: https://www.acalculator.org/finance/conversion-rate-calculator
- JSON spec: https://www.acalculator.org/finance/conversion-rate-calculator.json
- Version: 528e6f23dc1c

## Default answer

Example with the default inputs (Conversions 50, Visitors 1,000): 50 conversions from 1,000 visitors is a conversion rate of 5%.

## Inputs

| Key | Label | Description |
| --- | --- | --- |
| conv | Conversions | How many visitors did what you count as a conversion: bought, signed up, called. |
| visitors | Visitors | How many visitors, sessions, clicks or ad interactions could have converted. |
| rate | Conversion rate | Conversions ÷ visitors × 100. |

## Outputs

| Key | Label | Description |
| --- | --- | --- |
| conversions | Conversions | How many conversions, to 2 decimals (ad platforms can count part of a conversion). |
| visitors | Visitors | How many visitors, to the nearest whole visitor (halves up). |
| rate | Conversion rate | Conversions ÷ visitors × 100, to 2 decimals. |

## 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.

## Worked examples

1. conv = 50, visitors = 1,000 gives 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.
2. rate = 5%, visitors = 1,000 gives 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.
3. conv = 84, 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.
4. conv = 37, visitors = 1,500 gives 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.

## FAQ

### 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.

## 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)