Free tool
Conversion Rate Calculator
Conversion rate tells you what share of your traffic takes action. Enter your visits and conversions, and see how much traffic you need to hit your target.
Conversion rate is the share of visitors who complete the action you are after. You get it by dividing conversions by visits and multiplying by 100. It depends as much on the quality of the traffic you buy as on the page that receives it.
Your conversion rate, in visits
How conversion rate is calculated
Conversion rate = (Conversions ÷ Visits) × 100
240 conversions on 12,000 visits give 2 %. To reach 400 conversions at the same rate, you need 20,000 visits, which is 67 % more traffic.
That second calculation is what makes the metric useful. It shows two roads to the same target: buy more traffic, or convert better the traffic you already have. The second costs nothing in media and compounds with the first, which is why it is almost always the place to start.
⚠️ A low rate does not always blame the page. Targeting that is too broad, an ad promise the page does not keep, or a form that asks too early all produce the same number, and none of them is fixed in the same place.
What throws the calculation off
- The denominator. Sessions, users and unique visitors do not give the same rate. Pick one and keep it, otherwise comparisons over time mean nothing.
- Mixing channels. A blended rate hides a brand audience that converts hard behind a cold audience that barely converts. Splitting by channel often changes the conclusion.
- Double counting. A form that fires on both the click and the submit inflates the rate without a single extra lead arriving.
Frequently asked questions
How do you calculate conversion rate?
Divide conversions by visits, then multiply by 100. For 240 conversions on 12,000 visits: (240 ÷ 12,000) × 100 = 2 %.
What is a good conversion rate?
It depends on the industry, the price and the nature of the conversion: a free quote and an 800 € purchase do not compare. The useful reference is your own rate on the same page and channel, period after period.
Should you chase more traffic or a better rate?
The rate first, because it multiplies everything else. Gaining half a point on 12,000 visits pays as much as 3,000 extra visits at the current rate, without spending a euro on media.
Does conversion rate include assisted conversions?
Only if your analytics is set up that way. A last-click rate and a rate that credits assists answer different questions, so state which one you are reading before comparing two numbers.
Rate flat despite the traffic?
Traffic and page get diagnosed together: an ad promising something the page does not deliver shows up in both, never in one alone.
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