Marketing
Conversion rate from counts
The one division at the centre of the topic. Multiply by 100 to state it as a percentage; 1200 / 40000 = 0.03, which is 3%.
The Formula
Conversion rate = conversions / visitors
The one division at the centre of the topic. Multiply by 100 to state it as a percentage; 1200 / 40000 = 0.03, which is 3%.
| Symbol | Meaning | Unit | Notes |
|---|---|---|---|
| c | Conversions in the period | count | Completed actions. One named kind only — purchases, signups or form fills, not a blend. |
| v | Visitors, sessions or users in the same period | count | The top of the funnel. Must be the same population and the same window as c. |
| r | Conversion rate as a decimal | dimensionless | 0.03 means 3%. Its reciprocal, 1 / r, is visitors per conversion: 33.3333 here. |
What Each Symbol Means
ccount
Conversions in the period
Completed actions. One named kind only — purchases, signups or form fills, not a blend.
vcount
Visitors, sessions or users in the same period
The top of the funnel. Must be the same population and the same window as c.
rdimensionless
Conversion rate as a decimal
0.03 means 3%. Its reciprocal, 1 / r, is visitors per conversion: 33.3333 here.
See It Worked With Real Numbers
A formula on its own does not tell you which number goes where. The how to calculate conversion rate page applies this equation to a concrete case, shows every intermediate step, and names the mistakes that produce a wrong answer even when the algebra is right.
Where This Formula Appears
This equation is the working core of How To Calculate Conversion Rate, filed under Business. Every number the guide produces comes from substituting into this one line.