Conversion Rate Calculator

The Conversion Rate Calculator finds the percentage of visitors or eligible opportunities that completed a defined action, such as a purchase, signup, lead form, or trial activation.

Conversion rate formula

Enter conversions and visitors from the same date range and audience. This model assumes no more than one converted visitor per denominator unit.

$\text{Conversion rate}=\frac{\text{Conversions}}{\text{Visitors}}\times100$

Worked example

If 125 of 5,000 visitors purchase, the conversion rate is (125 / 5,000) x 100 = 2.5%.

How to compare rates

Landing-page conversion and checkout conversion have different denominators. Segment results by channel, device, geography, and new versus returning users before drawing conclusions.

Limitations

This simple rate does not establish causation or statistical significance. Analytics identity rules, consent, repeated purchases, and attribution windows can change both inputs.