Conversion rate calculator
Enter visitors (or sessions, clicks) and conversions and this conversion rate calculator shows your rate: 60 orders from 4,000 visitors is 1.5%, 50 sign-ups from 1,000 clicks is 5%. Add revenue to also get average order value and revenue per visitor. Working backwards, it shows how much traffic you need for a target number of conversions.
Example: What do you want to calculate: Conversion rate from visitors and conversions · Visitors / sessions 4,000 · Conversions 60 · Revenue (optional) 4,500 → Conversion rate: 1.5%. Source: Google Ads Help: Conversion rate – definition (conversions ÷ interactions). Updated: .
How it is calculated
Conversion rate formula
Conversion rate = conversions ÷ visitors × 100. Google Ads defines it as conversions divided by ad interactions in the same period: 50 conversions from 1,000 interactions is 5%. Amazon Ads calculates it the same way, with the total number of people reached as the denominator.
How to calculate conversion rate
- Under “What do you want to calculate?”, choose conversion rate or visitors needed.
- Enter visitors or sessions and conversions, and optionally revenue.
- Read the conversion rate, average order value and revenue per visitor.
Example: a store has 4,000 visitors and 60 orders in a month. Conversion rate = 60 ÷ 4,000 = 1.5%.
Conversion rate examples
| Visitors or clicks | Conversions | Calculation | Conversion rate |
|---|---|---|---|
| 800 | 12 | 12 ÷ 800 × 100 | 1.5% |
| 2,500 | 30 | 30 ÷ 2,500 × 100 | 1.2% |
| 4,000 | 60 | 60 ÷ 4,000 × 100 | 1.5% |
| 1,000 | 50 | 50 ÷ 1,000 × 100 | 5% |
| 10,000 | 250 | 250 ÷ 10,000 × 100 | 2.5% |
| 50,000 | 1,100 | 1,100 ÷ 50,000 × 100 | 2.2% |
In the last row, revenue of 82,500 gives an average order value of 75 and revenue per visitor of 1.65 (2.2% × 75). The same rate can hide very different volumes: 12 of 800 and 60 of 4,000 are both 1.5%, but only the larger sample is a reliable basis for decisions.
What counts as a visitor, what counts as a conversion?
The rate is only as meaningful as its base. Decide whether you count users, sessions or clicks – a rate based on sessions comes out lower than one based on users, because one user can have several sessions. A conversion can be a purchase, but also a newsletter sign-up or a contact inquiry. If several conversion types are added together, the rate can even exceed 100%.
Order value and revenue per visitor
- Average order value (AOV) = revenue ÷ conversions. 4,500 from 60 orders is 75.
- Revenue per visitor = revenue ÷ visitors = conversion rate × order value. 4,500 ÷ 4,000 visitors = 1.13 (1.5% × 75 = 1.125).
Revenue per visitor shows what an additional visitor is worth on average – and therefore the most a click can cost before margin and ad spend are taken into account.
How many visitors do I need?
Visitors needed = target conversions ÷ conversion rate. For 100 orders at 2% you need 100 ÷ 0.02 = 5,000 visitors; at 1.5% it is 6,666.67, rounded up to 6,667. Use the rate from your own data here – conversion rates vary widely by industry, price, traffic source and device.
More marketing calculators: measure ad returns with the ROAS calculator, ad costs with the CPM, CPC and CTR calculator, and customer value with the customer lifetime value calculator.
Frequently asked questions
How do you calculate conversion rate?
Conversions divided by visitors, times 100. 60 orders from 4,000 visitors is 1.5%.
How do I calculate conversion rate in Excel?
With conversions in A2 and visitors in B2, the formula is =A2/B2; then format the cell as a percentage.
What is a good conversion rate?
There is no universal number; it depends on industry, price, traffic source and what counts as a conversion. The best comparison is with your own previous periods and between your individual channels.
Can the conversion rate be over 100%?
Yes, if one visitor can convert several times or several conversion types are counted. Google Ads explicitly notes that rates above 100% are possible in that case.
What is the conversion rate of 30 sales from 2,500 visitors?
1.2%: 30 ÷ 2,500 = 0.012, times 100. With 250 conversions from 10,000 visitors it would be 2.5%.
How many visitors do I need for 100 sales?
Divide 100 by your conversion rate as a decimal: at 2% you need 5,000 visitors, at 1.5% 6,667 and at 1% 10,000. For 1,000 sales at 2.5% it is 40,000 visitors.
Sources and legal basis
- Google Ads Help: Conversion rate – definition (conversions ÷ interactions)
- Amazon Ads: What is conversion rate? – conversions ÷ total audience × 100
As of: · Editorial policy
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