Conversion Rate Calculator
Conversion rate measures the share of visitors who complete your goal.
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How to use this calculator
- Enter the number of conversions — the goal you're counting, such as sales, signups or leads.
- Enter the total visitors (or attempts) over the same time period.
- Read the conversion rate as a percentage, plus how many visitors it takes to earn one conversion.
How it works
Conversion rate measures the share of visitors who complete your goal. The formula is conversion rate = (conversions ÷ visitors) × 100, expressed as a percentage. A conversion can be any outcome you care about — a purchase, a form submission, a subscription or a phone call.
Both numbers must cover the same audience and the same time window, or the rate is misleading. This tool also reports non-converting visitors (visitors minus conversions) and visitors per conversion (visitors ÷ conversions), which is a handy way to sense-check the rate: a 5% rate is the same as one conversion for every 20 visitors.
Worked example
50 sales from 1,000 visitors. A shop had 1,000 visitors in a week and made 50 sales. Conversion rate = (50 ÷ 1,000) × 100 = 5%. That means one sale for every 20 visitors, with 950 visitors leaving without buying.
Common mistakes
- Mixing time windows — pairing this month's conversions with last month's traffic. Always use the same period for both figures.
- Counting sessions for visitors but unique buyers for conversions (or vice versa). Keep both on the same basis — sessions with sessions, or people with people.
- Entering more conversions than visitors, which is impossible for a true rate and usually means one figure is measured differently from the other.
Frequently asked questions
What counts as a conversion?
Whatever goal you're measuring — a completed sale, a newsletter signup, a booked demo, a submitted enquiry or a downloaded file. Pick one clear action and count it consistently.
Is a good conversion rate a fixed number?
No. It varies hugely by industry, channel and goal. Ecommerce sites often sit around 1–3%, while a warm email list or a booking page can be much higher. Compare against your own past performance rather than a universal benchmark.
Can the conversion rate be over 100%?
Not for a standard rate, because you can't have more conversions than visitors. If you see that, you're almost certainly counting conversions and visitors on different bases, or double-counting repeat conversions from the same visitors.
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