Conversion Rate Calculator
What share of visitors take the action you want — and what a change in that rate is worth.
Conversion rate is conversions divided by visitors.
How the conversion rate calculator works
Conversion rate is conversions divided by visitors. The arithmetic is trivial; the judgement is the denominator. Sessions, unique users and impressions give three different rates from the same campaign, and a rate quoted without saying which is not comparable to anything.
The number that makes the decision is the value of an improvement. Moving from 2% to 2.5% sounds small — it is a quarter more revenue from the same traffic, which is almost always cheaper than buying 25% more visitors.
This page also gives the sample size you would need to detect that improvement reliably, because most reported "wins" in low-traffic tests are noise.
Formula: conversion rate = conversions / visitors × 100
Worked examples
| Inputs | Conversion rate | Note |
|---|---|---|
| 400 conversions from 20,000 visitors | 2% | 2% — and 2.5% is worth 8,500 more |
| A high-intent page | 12% | 12% |
| No conversions yet | 0% | 0% |
FAQFrequently asked questions
How do I calculate conversion rate?
Divide conversions by visitors and multiply by 100.
What is a good conversion rate?
It depends entirely on intent. Broad display traffic converts under 1%; branded search or a checkout page can exceed 20%. Compare against your own history, not a benchmark.
Should I use sessions or users?
Whichever you use consistently. Sessions give a lower rate because one person can visit several times.
Is improving the rate better than buying traffic?
Usually. A quarter more conversions from the same visitors costs nothing per extra sale; a quarter more traffic costs a quarter more spend.
Why does the sample size matter?
Because small differences need large samples to distinguish from chance. Most reported wins in low-traffic tests do not replicate.
Where these figures come from
- Interactive Advertising Bureau — measurement guidelines — the impression and viewability definitions CPM depends on
- Australian Competition and Consumer Commission — the Australian consumer law regulator
Last checked: September 2026. These are standard industry definitions; where platforms disagree, the page says so.