Conversion Rate Calculator

Divides the number of visitors who completed a goal (a purchase, sign-up or lead) by your total visitor count, giving you the conversion rate as a percentage.

Enter your total visitors and the number of conversions in the same period. The conversion rate updates immediately as you type either value.

With 5,000 visitors and 150 conversions (the pre-filled defaults), conversion rate = (150 ÷ 5,000) × 100 = 3% — 3 out of every 100 visitors completed the goal.

Conversion rate = (conversions ÷ visitors) × 100. The same formula applies whatever you define as a "conversion" — a purchase, a form submission, a demo request — as long as the numerator and denominator are measured over the same period and traffic.

Using unique visitors as the denominator gives a more accurate per-person rate, since sessions can count the same returning person more than once and understate how many distinct people actually converted. Whichever you choose, stay consistent across periods so your trend line is comparing like with like.

This tool takes visitors and conversions as given — it doesn't attribute which traffic source, device or campaign drove them, and a single blended rate can hide very different conversion rates between segments, such as mobile versus desktop, or paid versus organic. Break the numbers down by segment before concluding a page or funnel is under- or over-performing.

Conversion rate is a standard web-analytics and e-commerce metric defined the same way across measurement platforms. The calculation runs entirely in your browser; the numbers you enter are never sent to a server.