Conversion Rate Calculator

Calculate a conversion rate, estimate conversions from traffic and a target rate, or find the traffic needed for a conversion goal.

A conversion rate is the share of eligible opportunities that produce the outcome you define. A website may divide purchases by sessions, a sales team may divide new customers by qualified leads, and a campaign may divide completed actions by clicks. Use one definition consistently.

Conversion rate formula

Conversion rate (%) = conversions ÷ total opportunities × 100

The reverse formulas are:

Expected conversions = opportunities × target rate ÷ 100
Required opportunities = conversion goal ÷ (target rate ÷ 100)

Choose the denominator carefully: sessions, users, leads, clicks and delivered emails are different units. A rate is comparable only when the numerator, denominator, attribution rule and period match.

Verified examples

Website conversion rate

1,250 conversions from 50,000 sessions produce 1,250 ÷ 50,000 × 100 = 2.5%. That is 25 conversions per 1,000 sessions, 48,750 non-converting sessions and one conversion per 40 sessions.

Conversions from traffic

75,000 visitors at a target conversion rate of 1.8% produce 75,000 × 1.8 ÷ 100 = 1,350 conversions.

Leads needed for a customer goal

To acquire 500 customers at a 4% lead-to-customer rate, the required lead count is 500 ÷ 0.04 = 12,500 leads.

Conversion rate versus related metrics

Metric	Formula	Question answered
Conversion rate	Conversions ÷ opportunities	What share completed the outcome?
CTR	Clicks ÷ impressions	What share clicked?
CPA	Spend ÷ actions	What did each action cost?
CAC	Acquisition costs ÷ new customers	What did each customer cost?

How to use the result

Track conversion rate by a stable funnel step and compare like-for-like periods. A higher rate can still be unprofitable if traffic quality, average order value, gross margin or acquisition cost changes. Review efficiency alongside the CTR calculator, CAC calculator, ROAS calculator and general percentage calculator.

Limits and assumptions

All counts must refer to the same funnel step, scope and period.
Observed conversions cannot exceed the entered opportunities.
Counts are whole events; planning results also show the underlying theoretical value.
Target conversion rate must be greater than 0% and no more than 100%.
Counts are limited to 1 trillion, and the tool does not model attribution, lag, duplicate events, bot traffic or statistical uncertainty.

Conversion Rate Calculator: Rate, Conversions & Traffic