Conversion rate calculator
Enter your conversions and visitors (or clicks) to get your conversion rate, and add a value per conversion to see revenue and value per visitor.
Converting at 4.00%.
- Conversion rate
- 4.00%
- 1 conversion per
- 25 visitors
Conversion rate = conversions ÷ visitors × 100. Define 'visitor' consistently — sessions, users, and clicks give different rates.
Add a value per conversion to see revenue and value per visitor.
How it works
Conversion rate is conversions divided by visitors, times 100. It is the single clearest measure of how well a page, ad, or funnel step turns traffic into the outcome you care about, independent of how much traffic you have.
The tool also expresses the rate as 'one conversion per N visitors', which is often more intuitive for low rates, and — if you supply a value per conversion — computes revenue and value per visitor, the number that lets you compare traffic sources on economics rather than raw volume.
Everything is computed in your browser. The one thing to get right is the denominator: sessions, users, and clicks each produce a different rate, so pick one definition and hold it constant.
Assumptions and limitations
- A conversion rate is only comparable when the denominator is defined identically. Mixing sessions and users, or clicks and visitors, produces rates that cannot be compared.
- Rates on small samples are noisy. A 5% rate from 20 visitors is not meaningfully different from 10%; use a significance test before acting on differences.
- Value per conversion is an average that hides variation. A few large conversions can make an otherwise weak funnel look strong.
Frequently asked questions
How do I calculate conversion rate?
Divide the number of conversions by the number of visitors (or clicks) and multiply by 100. If 12,000 visitors produced 480 conversions, the rate is 4%. The key is defining 'visitor' consistently across everything you compare.
What is a good conversion rate?
It depends entirely on the channel, intent, and what counts as a conversion — a newsletter signup and a high-ticket purchase are not comparable. Rather than chase a benchmark, track your own rate over time and judge changes against your baseline and your unit economics.
Should conversion rate use sessions, users, or clicks?
Any of them, as long as you are consistent. Session-based rates are common in web analytics; click-based rates are standard in paid media. Problems arise only when the numerator and denominator come from different definitions.
How is value per visitor useful?
Value per visitor multiplies conversion rate by value per conversion, giving one number that captures both how often and how valuably traffic converts. It lets you compare a high-rate, low-value source against a low-rate, high-value one on equal footing.
Is my data stored by this calculator?
No. All calculations run client-side in your browser. Nothing you enter is transmitted, logged, or stored.
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