Conversion Rate Calculator
Calculate the percentage of visitors, sessions, clicks, leads or email recipients that went on to convert — and estimate how many conversions more traffic would bring.
Sales, sign-ups, downloads…
Conversion rate = conversions ÷ visitors × 100. Use counts from the same date range and the same tool so the two numbers match up.
5%
Conversion rate
20
Visitors per conversion
Everything you enter is processed in your browser and isn't sent to our servers.
How to use conversion rate calculator
- 1Enter the number of conversions — sales, sign-ups, downloads or whatever you're measuring.
- 2Choose what you're measuring against (visitors, sessions, clicks, leads or recipients) and enter that number.
- 3Read your conversion rate and how many visitors it takes, on average, to get one conversion.
- 4Optionally enter a future traffic figure to forecast conversions at the same rate.
About this tool
Conversion rate is the share of people (or visits) that complete a goal: conversion rate = conversions ÷ total × 100. The “total” depends on what you're analysing — website visitors or sessions for a site, clicks for an ad, leads for a sales team, or recipients for an email campaign — so the calculator lets you name it.
Example: 50 purchases from 1,000 visitors is a 5% conversion rate — one sale for every 20 visitors. At the same rate, 3,000 visitors would bring about 150 sales.
Make sure both numbers cover the same period and come from the same analytics tool, and decide whether you count users or sessions — the same site can show different rates depending on that choice. Small samples swing a lot: 2 sales from 20 visitors is 10%, but that may not hold with more traffic.
Frequently asked questions
Divide the number of conversions by the number of visitors (or sessions, clicks or leads) and multiply by 100. 30 sign-ups from 1,200 visitors is 2.5%.
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