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Conversion Rate Calculator

Conversion rate is the percentage of visitors who take a desired action. Calculate your rate from visitors and conversions, estimate how many conversions to expect, or work out the traffic you need to hit a target.

Last reviewed: 2026-07-29

Conversion rate is the percentage of visitors who take a desired action. Calculate your rate from visitors and conversions, estimate how many conversions to expect, or work out the traffic you need to hit a target.

Three independent tools — calculate your conversion rate, estimate expected conversions, or work out the traffic needed to hit a target.

Calculate Conversion Rate

Find your conversion rate from visitors and conversions.

Calculate Expected Conversions

Estimate how many conversions to expect from a given traffic level.

Calculate Required Traffic

Work out how much traffic you need to hit a conversion target.

Calculations run locally in your browser. Your figures are not sent to a server or stored by us.

What is conversion rate?

Conversion rate measures the percentage of visitors who complete a desired action — buying a product, signing up for a newsletter, downloading an app or filling out a form. It is one of the most important metrics in digital marketing because it directly connects traffic to outcomes.

This page provides three independent tools: calculate your current conversion rate, estimate how many conversions to expect from a given traffic level, or work backwards to find the traffic needed to hit a conversion target.

Conversion rate formula

  • Conversion Rate = (Conversions ÷ Visitors) × 100
  • Expected Conversions = Traffic × (Conversion Rate ÷ 100)
  • Required Traffic = Target Conversions ÷ (Conversion Rate ÷ 100)
  • Revenue per Visitor = Revenue ÷ Visitors
  • Cost per Conversion = Ad Cost ÷ Conversions

Worked example

A website receives 1,000 visitors and generates 50 conversions with $5,000 in revenue and $500 in ad spend.

  • Conversion Rate = 50 ÷ 1,000 × 100 = 5%
  • Revenue per Visitor = $5,000 ÷ 1,000 = $5
  • Cost per Conversion = $500 ÷ 50 = $10

To hit 500 conversions at 5%, you need 10,000 visitors. See also the CPC calculator and ROAS calculator.

How to use this calculator

Each section is independent. In Section 1, enter visitors and conversions to find your rate. Optionally add revenue and ad cost to see revenue per visitor and cost per conversion. In Section 2, enter traffic and an expected rate to estimate conversions. In Section 3, enter a target and a rate to find the traffic required.

Why conversion rates vary

Conversion rates depend on traffic quality, landing page design, offer strength, price, device, geography and the specific action being measured. A 5% rate on branded search traffic and a 0.5% rate on cold display ads can both be normal for the same business.

Do not compare your rate against a universal benchmark without context. Compare against your own historical data, segment by traffic source, and focus on improving rather than judging.

Common mistakes

  • Comparing across channels. Email, search and display traffic convert at very different rates.
  • Ignoring traffic quality. More traffic at a lower conversion rate can produce fewer conversions.
  • Confusing CTR with conversion rate. CTR is clicks per impression; conversion rate is conversions per visitor.
  • Targeting a universal benchmark. There is no universally good conversion rate. See the CAC calculator for cost context.

Frequently asked questions

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Disclaimer

Results from this calculator are estimates for general information only and are not financial, accounting, tax, investment or legal advice. Verify important figures with a qualified professional. Read our full disclaimer.