Conversion Rate Calculator

The formula this calculator uses

Conversion rate = conversions / visitors

c

Conversions — completed actions in the period

v

Visitors, sessions or users in that same period

r

Conversion rate as a decimal, such as 0.03

c / v

The whole calculation; multiply by 100 to state it as a percentage

How to check the result by hand

1. 1

   Name the conversion in one sentence

   A conversion is a completed paid order, or a submitted form, or a started trial — choose one and write it down. The same page can look strong on one definition and weak on another, and 1200 conversions out of 40000 visitors means nothing at all until the word conversion has been pinned down.

2. 2

   Fix the denominator and its unit

   Decide whether you are counting visitors, sessions or users, and use that one unit on both sides. Sessions always exceed users because one person can produce several. Put the unit and the date range in the report header so that nobody reading it later has to guess.

3. 3

   Count conversions over exactly the same window

   If the visitor count covers 1 to 30 June, the conversion count must too. A purchase made on 2 July by someone who first visited on 29 June is real revenue and still falls outside the window, so decide the rule once — attribute to the visit or to the order — and then apply it without exception.

4. 4

   Divide, then read the result three ways

   1200 / 40000 = 0.03. State it as 3%, as 30 conversions per 1000 visitors, and as 33.3333 visitors per conversion. If one of those looks wrong to a reader, the other two will usually reveal why, which is the practical argument for never reporting the percentage alone.

5. 5

   Check the sample size and the direction before acting

   One conversion in 20 visitors reads as 5% and two in 50 reads as 4%; both are correct and neither is evidence. Confirm too what a falling rate alongside a rising conversion count means, which is usually that traffic grew faster than conversions — 80000 visitors at 2% still produces 1600 conversions against the 1200 that 40000 visitors at 3% produces.