Marketing & ecommerce

Conversion Rate Calculator

Measure conversion actions and revenue relative to website visitors.

Free, no sign-upRuns in your browserReviewed October 2026Formula & methodology
visitors
actions
US dollars

Results update as you type. Your numbers stay in this browser.

Action conversion rateExample2%
Revenue per conversion
$50.00
Revenue per visitor
$1.00

Understand the result

What is conversion rate?

Conversion rate is the share of visitors who complete a goal, such as a purchase, sign-up or form submission. Divide conversions by visitors and multiply by 100: 200 orders from 10,000 visitors is a 2% conversion rate. Paired with revenue, it shows what each visitor is worth.

Conversion rateConversions ÷ Visitors × 100
Revenue per visitorRevenue ÷ Visitors
Revenue per conversionRevenue ÷ Conversions

Example: what a small lift is worth

An online store gets 10,000 visitors a month, 200 orders and $10,000 in sales.

  1. Conversion rate: 200 ÷ 10,000 = 2%
  2. Revenue per visitor: $10,000 ÷ 10,000 = $1.00
  3. Raise the rate to 2.5% with the same traffic and $50 orders: 250 orders, $12,500

A half-point improvement adds $2,500 a month without buying a single extra visitor.

Count consistently

  • Visitors: decide between sessions and unique users, and keep the same choice every month.
  • Conversions: this calculator counts actions, which can repeat. For a per-person rate, enter unique converting visitors instead.
  • Segments: compare mobile vs. desktop and paid vs. organic traffic separately; averages hide where the problem is.

Common mistakes

  • Calling a test too early. A few dozen conversions can swing several tenths of a point by chance.
  • Optimizing rate over revenue. A discount can raise conversion rate while revenue per visitor falls.
  • Counting bot or internal traffic. Filter it out, or the rate is understated.
Common questions

Conversion Rate FAQ

What is a good conversion rate?

It varies widely by industry, price point, traffic source and what counts as a conversion. Use your own history as the main benchmark and compare segments (channel, device, landing page) rather than chasing a single industry average.

Can a conversion rate exceed 100%?

Yes, if you count actions and visitors can convert more than once per visit. Use unique converting visitors if you need a rate that cannot exceed 100%.

Should I use sessions or users?

Either works if you stay consistent. Sessions suit stores where people buy in one visit; users suit longer decisions that take several visits.

How do I calculate conversion rate in Google Analytics 4?

GA4 reports key events. Divide the number of the key event you care about by sessions or users for the same date range and filters.

Guides for this calculation

Build context around the numbers with worked examples from our guides.

How to Calculate Average Order Value (AOV): Formula, Examples, and Growth Strategies →