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Conversion rate calculator

Compute your conversion rate from visitors and conversions.

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Enter Visitors, Conversions, Conversions wanted, Value per conversion and the Conversion rate calculator works out Conversion rate, Visitors per conversion, Visitors for the target, Value generated, Value per visitor, What +1 point is worth straight away. For instance, with Visitors = 5,000, Conversions = 150, Conversions wanted = 300 and Value per conversion = $40.00 it returns Conversion rate = 3%, Visitors per conversion = 33.3 and Visitors for the target = 10,000.

How to use it

  1. Enter your values: Visitors, Conversions, Conversions wanted, Value per conversion.
  2. Read the result instantly: Conversion rate, Visitors per conversion, Visitors for the target, Value generated, Value per visitor, What +1 point is worth.

Frequently asked questions

How does the Conversion rate calculator work?

It takes Visitors, Conversions, Conversions wanted and Value per conversion and derives Conversion rate, Visitors per conversion, Visitors for the target, Value generated, Value per visitor and What +1 point is worth from them. The calculation is live as you type, so the result updates on every change.

Which values does the calculator ask for?

4 values: Visitors, Conversions, Conversions wanted and Value per conversion ($). Nothing else is required — no account, no file upload.

What does a typical calculation look like?

With Visitors = 5,000, Conversions = 150, Conversions wanted = 300 and Value per conversion = $40.00, the calculator returns Conversion rate = 3%, Visitors per conversion = 33.3 and Visitors for the target = 10,000. Those figures come from running this exact tool, so you can reproduce them by entering the same values.

How much does the result change with different inputs?

It moves a lot. Using Visitors = 10,000, Conversions = 300, Conversions wanted = 600 and Value per conversion = $80.00 instead, Visitors for the target goes from 10,000 to 20,000 — which is why it is worth testing a few scenarios rather than trusting a single figure.

What does it give for smaller values?

Scaled down to Visitors = 2,500, Conversions = 75, Conversions wanted = 150 and Value per conversion = $20.00, Visitors for the target comes out at 5,000. The relationship is worth checking at both ends before you rely on a single result.

When would I actually use this?

Finding where a journey leaks: which step loses the most people relative to its own traffic, what fixing it would be worth, and how many visitors a test needs before its result means anything.

What is the most common mistake?

Fixing the step that loses the most people. That is almost always the first one, simply because everybody starts there — the weak step is the one with the worst rate relative to the traffic reaching it.

What is the difference between the Conversion rate calculator and the Funnel conversion calculator (multi-step)?

This one returns Conversion rate and Visitors per conversion; the Funnel conversion calculator (multi-step) returns Overall conversion rate and Final conversions. That is the whole difference — open the one whose figure you need.

Is there a tool for the next step?

Bounce rate calculator is the closest one after this: Compute your website's bounce rate from single-page sessions and total sessions.

Where do the figures come from, and how current are they?

The maths is exact for the counts you enter, and it assumes each step is measured over the same period and the same population. Sample-size guidance follows the standard test for two proportions.

Further reading

All guides →
ExplainerWhat Is a Conversion Rate? Conversions Divided by Visitors Times 100, With BenchmarksA conversion rate is the share of visitors who take a desired action. Here is the simple formula, typical benchmarks, and how to read the number without fooling yourself.ExplainerBounce Rate Is Not What Most People Think It IsA bounce was never a measure of dissatisfaction — it was a session that sent one hit. Google Analytics 4 replaced the definition entirely, and the new one is a configurable timer. Here is the same thousand sessions read five ways.GuideHow Many Visitors Does an A/B Test Need?Sample size is set by your baseline conversion rate and the relative lift you want to detect — and it explodes as that lift shrinks. Here is the formula, a full table at a 3% baseline, and why stopping early breaks the test.ExplainerCart Abandonment: The Metric and the Money Behind ItAbandonment rate is one minus completed over created — and the figure quoted everywhere is an average across wildly different shops. The useful work is turning a percentage point of checkout completion into money, then discounting it for returns.ExplainerOpen Rate Is a Measurement of Your Audience's Mail ClientThe denominator should be delivered, not sent — which means defining hard and soft bounces properly. Unique and total opens are different numbers. And a reported open rate has a computable null point: past a certain share of prefetching clients it carries no information about humans at all. The instrumentation that replaces it.ExplainerThe Lead-to-Customer Rate, and Why It Is Not One NumberThe overall rate is the product of the stage rates, which makes a percentage gain anywhere worth the same percentage overall — and a ten-point gain worth wildly different amounts depending on where you put it. Plus the lag that makes a growing business look worse than it is.